Great Lengths

Barrett Hofherr Delivers Habit Burgers & Grill’s Double Charburgers to First-timers with High-Octane Stunts
Full-service creative agency Barrett Hofherr is taking Habit Burger & Grill’s latest campaign to daring new extremes, proving that some burgers are worth going to great lengths for—by air, land, and sea.
The campaign—designed to celebrate Habit’s recent number-one position on USA TODAY 10Best* Burger list—embraces the simple insight that while many people already love the brand, there are still plenty who have yet to experience its award-winning signature Double Charburger. To solve this, Barrett Hofherr launched a national call-to-action, inviting fans to help identify the burger-deprived and then deliver the menu item in the most unforgettable ways imaginable.
It started with a billboard.
“Do you know someone who hasn’t tried the #1 voted burger? Call 1-844-Burgs-4-Buds.”
Hundreds of calls flooded in. Husbands nominated wives. Friends outed friends. Aunts and uncles were put on blast. Habit got to work, enlisting Barrett Hofherr to orchestrate deliveries that would make a first bite truly legendary.
“Trying your first Double Char is a memorable experience, no matter what,” says Todd Eisner, executive creative director at Barrett Hofherr. “So, we challenged ourselves to up the ante and find ways to make it truly unforgettable.”
Enter skydiving legend Luke Aikens, longboarding phenom Cole Trotta, and surfer CJ Kirwan with an appetite. In a series of high-octane stunts, Habit’s Double Char found its way into first-timers’ hands in ways few burgers ever have.
In California, Aikens leaped from a plane, burger in hand, descending onto the beach where Kyle, a father of two, is waiting. His wife Amy had called the hotline to right an egregious wrong—his lack of Double Char experience. The stunned recipient barely had time to process what had happened before taking his first bite.
Meanwhile, Trotta bombed a winding California hill, weaving through tight turns before a high-speed handoff from a Habit food truck, securing a fresh Double Char mid-ride on his way to his destination: a group of friends waiting at the bottom, clueless that their lunch was about to arrive via longboard.
And for those who prefer their meals on the water, Habit delivered by sea. A determined paddleboarder loaded up an armful of Double Chars, secured them to his board, and glided through the waves to deliver the burgers to a floating circle of hungry surfers, mid-session. Influencer agency, Later, helped with the land and sea efforts.
“This campaign is more than just burger delivery—it’s about taking bold, unexpected measures to introduce the #1-ranked Double Char to new audiences in ways they won’t forget,” said Jack Hinchliffe, chief marketing officer of Habit Burger & Grill. “We’re breaking through the noise by showing, not telling, what makes this burger worth the hype.”
For Barrett Hofherr, the campaign is the latest in a string of bold, creatively driven projects for Habit, a relationship they secured in 2023.
With more Double Char first-timers still out there, Habit Burger & Grill shows no signs of slowing down. And with Barrett Hofherr at the helm, nothing can stop the brand from reaching burger lovers—even in the most unlikely places.
*Based on USA Today 10Best Readers’ Choice 2024 Awards for Best Fast Food Burger. (Published July 2024).