• by Teresa Buyikian , April 8, 2025

The Habit is targeting those who haven’t yet made the burger QSR a “habit” in its latest ad effort.

Created by Barrett Hofherr, the burger brand’s campaign highlights the lengths The Habit will go to introduce its Double Charburger to the uninitiated. 

The campaign launched with a single billboard in Los Angeles, which read “Do you know someone who hasn’t tried the #1 voted burger? Call 1-844-Burgs-4-Buds.”

After fielding hundreds of calls, and bringing in some assistance with skydiver Luke Aikens, longboard skateboarder Cole Trotta and surfer CJ Kirwan, the brand then set up a series of stunts in which the athletes delivered burgers to unaware recipients in unexpected ways, then filmed the encounters for the campaign.

In the first spot, seen here, a couple, Amy and Kyle, are relaxing on a California beach. In the background Aiken is seen leaping from a plane, Double Chars in hand, set to deliver them to Kyle, after Amy called the hotline to report his lack of Habit experience. Visibly shocked at his airborne burger delivery, Kyle proceeds to take his first bite of a Double Char.

“This campaign is more than just burger delivery -- it’s about taking bold, unexpected measures to introduce the Double Char to new audiences in ways they won’t forget,” said Jack Hinchliffe, CMO of Habit Burger & Grill, in the announcement. “We’re breaking through the noise by showing, not telling, what makes this burger worth the hype.”

A second spot in the campaign shows Trotta skating down a wild California hill, weaving through tight turns before grabbing burgers from a Habit food truck, and delivering them to  a group of surprised friends. The third spot will feature Kirwan delivering the Double Char via surfboard.

The spots will run on connected TV and online video targeting Los Angeles, San Diego, San Francisco, Sacramento and Fresno. Social executions will run on Meta, Instagram and TikTok.

The brand cited its 2024 designation as the #1 fast food burger in USA Today's 10 Best Reader's Choice Awards as inspiration for the campaign. For the first time ever, the brand beat out Southern California cult favorite chain In-N-Out to take the number-one spot. Then Habit proceeded to rub in the win by touting the victory with a billboard outside an In-N-Out location in Van Nuys, along with social meia posts like “Here’s to you, In-N-Out. Congrats on #2. Your friends, Habit Burger & Grill."

The Habit has approximately 385 restaurants across the U,S. and Internationally, while In-N-Out has 400 concentrated in California, Nevada, Arizona, Utah, Texas, Oregon, Colorado and Idaho.