Battery Cooks Up The Habit Burger Grill's First National Brand Campaign

Oct. 18, 2021

Battery, the Los Angeles-based creative advertising agency and The Habit Burger Grill partnered up to bring some 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.”

Brandon LaChance, Vice President of Digital Marketing at The Habit Burger Grill, said:

“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.”

 

Michelle Nam Fischer, Creative Director at Battery, added:

“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.”

 

Sean McNamara, Head of Strategy at Battery, added:

“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."