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Habit & Co.: Exverus executes chef residency media strategy

  • 1 day ago
  • 2 min read

Habit's brand platform launches with chef Jet Tila, inviting culinary collaborators to create limited-time menus that go beyond the standard celebrity meal


Chef Jet Tila in a white coat holds a burger and salad trays before red curtains, with Habit & Co. text.
Habit's new chef in residency program kicks off with Jet Tila

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. Launching on July 22nd 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. Additional residencies will follow later this year.



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.

Georgia Schreiner in a white blouse stands with arms crossed against a dark background.
"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."

The debut residency features Tila's Korean Street Menu, available nationwide through September 15th. Inspired by the flavors of the Los Angeles neighborhoods where he grew up, the limited-time menu includes Korean Fried Chicken Bites, a Crispy Rice Korean Salad and a Sweet & Spicy Korean Char with Bacon and Onion Tanglers.


Exverus has been Habit's media agency of record since August 2025, as reported by ADWEEK.


Stay tuned for the announcements of two more chef residencies, coming later this year!

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