Battery and The Habit Burger Grill have partnered up to bring some tasty cinematic heat to create The Habit’s first brand-focused campaign, airing on connected TV, social and digital.
For over 50 years, The Habit Burger Grill has shown its passion for better food through their craft, their service, and most distinctly – their flame. Best known for their Charburgers, The Habit have chargrilled their burgers and other signature sandwiches over an open flame since 1969.
While previous Habit advertising campaigns have been focused on product launches, Battery and The Habit saw an opportunity to tell a deeper brand story. With the tagline “Stoking the Flame Since 1969” Battery and The Habit set out to share with the world what the California-born restaurant stands for and sets them apart in a fast casual world.
Staying true to what matters, Battery went with an elevated docu-style visual direction. Polished by not overly produced, the ads focus on the authentic, chargrilled-by-hand approach – a standard that sets The Habit apart from other quick-service and fast casual restaurants.
Battery secured the talents of Adam Bricker, the Emmy-nominated Director of Photography for Netflix’s Chef’s Table. Bricker deftly captures the smoky char flavor coaxed out by chefs who love the craft within each of the three spots – “Fire Isn’t Just Fire,” “Smoke Flavor,” and “We Keep It 600°F.”
“We are excited to continue our successful creative partnership with Battery to help share The Habit Burger Grill’s love of craft through chargrilling, something that has been core to our brand since 1969,” Brandon LaChance, Vice President of Digital Marketing at The Habit Burger Grill said.
“In a time when quality and taste is eclipsed by burger wars and celebrity-endorsed meals, we wanted to go back to what really matters—the undeniable craving for quality food chargrilled by fire,” notes Michelle Nam Fischer, Creative Director at Battery.
“There are many things to love about The Habit, but our job was to get to its singularity — that one thing that elevates it above all others. We found it in the culinary alchemy of chargrilling, when high heat hits high-quality meat,” adds Sean McNamara, Head of Strategy at Battery.
CLIENT: The Habit
- Chief Brand Officer – Iwona Alter
- VP of Digital Marketing & Communications- Brandon LaChance
- Regional Kitchen Manager – Jose Valencia
- Sr. Manager, Digital Marketing- Maggie Thomas
- Product Development Coordinator – May Lee
- CEO – Anson Sowby
- CCO – Phil Khosid
- ECD (Partner) – Scott Brown
- Creative Director – Michelle Fischer
- Creative Director – Drea Schneider
- Executive Producer – Anthony Migliaccio
- Head of Strategy – Sean McNamara
- Brand Director – Zachary Hill
PRODUCTION COMPANY: Eusebio Productions:
- Director – Christopher Eusebio
- Producer – Melissa Fuller
- DOP (Director of Photography) – Adam Bricker
EDIT: Union Editorial
- Managing Partner – Michael Raimondi
- Editor – Nadine Mueller
- Producer – Lillian Ghodoushim
COLOR: Mom/Pop Color and Finishing:
Colorist – Shane Reed