• by Fern Siegel , September 30, 2026

Eatery Habit, based on both U.S. coasts, is stepping up its second guest residency with Dodgers pitcher Alex Vesia. He is promoting an eight-week menu inspired by one of baseball’s most iconic moves: the double play.

The three-part ad series began with a huge digital billboard in Los Angeles. The campaign runs nationally, with DOOH, paid and organic social, YouTube, such as this 30-second spot, and creative collaborations.

Creative is by Optimism BH. Exverus by Brainlabs is handling media.

In addition to charburgers, fans can exit with a Alex Vesia x Habit bobblehead. Partnership agency SonderCo weighed in with concept development, strategy and talent relationships.

“Unlike the last resident (Jet Tila), Alex isn’t a chef,” says Todd Eisner, Optimism BH creative director. “But he genuinely loves Habit charburgers, so it was our job to make sure that enthusiasm was captured in our content.”

The Double Play Menu is available at participating Habit locations nationwide for a limited time.

Optimism BH's creative work includes Bachan’s, Bronco Wine, Walmart and eBay.

Habit is owned by Yum! Brands, which acquired the chain in 2020. It also owns KFC and Taco Bell.