Exverus & Barrett Hofherr launch "fresh" Habit Burger & Grill brand campaign
- 6 days ago
- 4 min read
Updated: 4 days ago
The better-burger chain’s new media emphasizes unexpected menu items
MARCH 4, 2026 (LOS ANGELES, CA) – Today, creative shop Barrett Hofherr and media agency Exverus by Brainlabs launch a springtime-ready rebranding campaign, “You either Habit or you don’t,” for California-based Habit Burger & Grill emphasizing the chain’s growing product line of fresh burgers, salads, sandwiches, and bowls. The video-first storytelling campaign will run across premium CTV (Hulu, Peacock, Paramount), high-profile moments like March Madness, paid social, search, and OOH to strengthen Habit’s brand salience and bring in new audiences.
“This spring, we’re balancing brand equity-building for Habit across the country with driving immediate store sales in its key western markets,” explains Exverus Media Director Georgia Schreiner. “The campaign’s colorful, sunny creative reinforces Habit’s southern California roots while expanding the freshness to new audiences.”
Habit’s rebrand comes at a time when the “fast casual” restaurant category is eroding into a sea of sameness, squeezed between QSR value deals and casual dining bundles. Habit aims to present its cooked-to-order Santa Barbara Cobb Salads, Tempura Green Beans, Sirloin Steak Sandwich, and more in premium media environments to differentiate itself as the elevated option. This will be the first full-funnel media launch with Exverus, which signed on as MAOR in late 2025.
“We believe our freshly cooked menu and fresh ingredients set us apart,” explains Habit CMO Jack Hinchliffe. “We prepare our food with fresh ingredients, so it tastes great and is something our guests can feel good about. That commitment is why we’re growing traffic and winning awards.”
The campaign also marked a milestone beyond the creative itself. Habit was evolving its visual identity in parallel, giving Barrett Hofherr the rare opportunity to shape a new brand world and a refreshed brand identity in tandem, ensuring everything launched as one cohesive vision.
“A lot of brands say “fresh”, said Todd Eisner, Executive Creative Director at Barrett Hofherr. “But Habit actually is – they use fresh avocados and make their ranch by hand daily. Their most popular side is tempura green beans. So we actually drew inspiration straight from the menu to take a different approach.”
Looking ahead, Habit will bring its #1 award-winning food to Dodgers Stadium with a new location in Centerfield Plaza this year.
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About Exverus by Brainlabs
Founded in 2014, Exverus is a global, independent media agency growing brands through full-funnel media planning & buying, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine brand and performance under one scientific brain to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth,” Exverus (acquired by Brainlabs in 2025) is dedicated to transparency and long-term client trust. Learn more at exverus.com, LinkedIn, Instagram, and YouTube.
Exverus Press Contact: michelle.andrade@exverus.com
About Barrett Hofherr
Barrett Hofherr, founded in 2012, is a full-service creative advertising agency that builds brand and business momentum. Client partners include DoorDash, Airbnb, Chime, Habit Burger & Grill, Sutter Health, Ariat, and more. For information, visit barretthofherr.com, LinkedIn, Instagram, and TikTok.
Barrett Hofherr Press Contact: stephanie.farmas@barretthof.com
About Habit Burger & Grill
Born in sunny Southern California in 1969, Habit Burger & Grill is known for Charburgers cooked-to-order over an open flame. But the menu extends far beyond burgers—it's a celebration of Californian-inspired flavors. Alongside the brand's signature Charburgers is a meaningful array of handcrafted sandwiches, crisp salads, and creamy shakes, ensuring there's something for everyone. Habit Burger & Grill has earned notable recognition, with its Double Char being ranked #1 by USA Today 10Best, its Tempura Green Beans also reaching a #1 rank in USA Today 10Best, and its Chicken Club recognized as the best grilled chicken sandwich by The Daily Meal. Habit Burger & Grill has since grown to over 385 restaurants across 14 states and internationally. Learn more at habitburger.com, Instagram, Facebook, TikTok and LinkedIn.
Habit Burger & Grill Press Contact: HBGMedia@yum.com
Credits
Creative Agency - Barrett Hofherr
CCO - Jamie Barrett
ECD - Todd Eisner
Copywriter - Maddy Cormier
Art Director - Emily Joslin
Head of Production - Conor Duignan
Senior Producer - Marianne Lawlor
Head of Accounts - Krista Osol
Account Director - Jane Han
Associate Strategy Director - Kevin Albrecht
Media Agency - Exverus by Brainlabs
Media Planning Director - Georgia Schreiner
Media Supervisor - Corey Boyle
Media Planner - Jillian Telman
Assistant Media Planner - Karla Calderon
VP, Planning & Strategy - Tasha Day
Director of Programmatic & E-commerce - Sean Edwards
Director of Search & Social - Ryan Schuster, MBA
VP, Analytics - Josh Edelman
Production Company - Fela
Executive Producer/Line Producer - Fuliane Petikyan
Director - Pedro Pinto
Director of Photography - Liam Reardon
Editorial - Cut + Run
Editor - Frank Effron
Assistant Editor - Lara Tillotson
Executive Producer - Brian Stanley
Junior Producer - Julie Plascencia
VFX + Finishing - Jogger
Executive Producer: Alicia Cargile
CD: Kingsley Harden
Colorist: Dan Swierenga
Finishing Producer: Ron Rendon
Flame Artists: Cary B. Welton, Miles Kinghorn, Lou Schachte
Flame Assist: Tim Tom, Jorge Tanaka
Animator: Daniel Chang
Music Company - Human
Executive Producer - Kamela Anderson
Creative Director/Composer - Gareth Williams
Mix/Audio - One Union
Audio Engineer - Joaby Deal
Executive Producer - Michael Swarce