Georgia Schreiner will oversee media planning and buying. The agency's first campaign launches next week.

Separately, the restaurant chain just launched an out-of-home media campaign that targets rival In-N-Out. Exversus handled the OOH media buys.

USA Today named Habit the No. 1 burger. So Habit placed billboards next to In-N-Outs in Los Angeles reminding them they fell from USA Today's No. 2 ranking last year to No. 4 this year. The company used the same No. 2 billboards as 2024 — just crossed out and replaced the numbers.

Founded in 1969 in Southern California, Habit Burger & Grill now has more than 385 restaurants across 14 states and worldwide.