Habit & Co.: Exverus runs massive chef residency media strategy
Updated: Sep 22
Habit's guest chef residency series launched with chef Jet Tila, inviting culinary collaborators to create limited-time menus that go beyond the standard celebrity meal
JULY 22, 2026 (LOS ANGELES, CA) -- Habit is rethinking the celebrity restaurant collaboration with the launch of Habit & Co., a new residency platform by creative agency Optimism BH, media agency Exverus by Brainlabs, and partner agency SonderCo that invites chefs and cultural figures to develop original limited-time menus for the fast casual chain. Starting with chef/restaurateur and television personality Jet Tila, the social-first platform replaces the familiar celebrity order with an eight-week culinary residency, giving each collaborator the opportunity to create dishes inspired by their own tastes, backgrounds and stories.
Media agency of record Exverus by Brainlabs will unfold the campaign across eight weeks with a social-first strategy supported by digital out-of-home, in-restaurant creative, owned digital channels, paid and organic social media, creator content and an editorial partnership with Eater. Each residency concludes with a fan giveaway tied to the featured resident.
"Habit asked us to deliver overnight sales and long-term brand building simultaneously," says Georgia Schreiner, media director at Exverus. "The only way that works is if paid media feels less like advertising and more like culture. Each resident chef gets a bespoke channel strategy tailored to where their core audience actually lives."
Habit taps LA Dodgers pitcher Alex Vesia for Double Play menu
Next up to the plate is Dodgers pitcher Alex Vesia for an eight-week menu inspired by one of baseball's most iconic moments: the double play. Like his predecessor, Chef Jet Tila, Vesia’s residency will be announced on a 20,000 square foot digital out-of-home (DOOH) screen in his hometown of Los Angeles, followed by a full-funnel media campaign.
“To make the campaign feel as double-sized as Alex’s menu items, we partnered with NPRP Media for a giant DOOH play,” says Exverus by Brainlabs Media Director Georgia Schreiner. “For this residency, we’re tapping into the deep regional connection between Alex and Dodgers fans in California, while expanding the campaign nationwide.”
Creative agency Optimism BH designed an 8-week social content plan that will feature and highlight details around Alex’s story and menu. Fans will also have the opportunity to take home an exclusive Alex Vesia x Habit bobblehead. Partnership agency SonderCo collaborated with the brand from early concept development to strategy and talent relationships that brought Habit & Co. to life.
“Unlike the last resident, Alex isn’t a chef,” says Optimism BH Creative Director Todd Eisner. “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 beginning September 16 for a limited time.
Exverus has been Habit's media agency of record since August 2025, as reported by ADWEEK. Nations Restaurant News and MediaPost spread word of the campaign launch.
Stay tuned for the last residency announcement, coming later this year!
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