New Brand Platform - "Fresh Like That"

Habit Burger & Grill Launches “Fresh Like That,” a New Brand Platform from Barrett Hofherr
With a new brand world, a new tagline, and a challenge to consumers everywhere, the brand goes all in on freshness

Full-service creative agency Barrett Hofherr and media agency Exverus are drawing a line in the sand for Habit Burger & Grill. When it comes to freshness, there is no middle ground. You either Habit or you don't. That's the premise of the first campaign executed under Habit's new "Fresh Like That" brand platform. This multi-channel campaign establishes their new brand world where "fresh" isn't just representative of the food they serve, but the attitude towards life and food they want to embody and encourage.
The campaign's hero spot, "Float On," sets the tone for the Fresh Coast — a sun-soaked world where everything is fresh - the food, the people, even the tiny flotation device that delivers ranch poolside.

"A lot of brands say “fresh”, said Todd Eisner, Executive Creative Director at Barrett Hofherr. "But Habit actually is - they use fresh avocados and make their ranch by hand daily. Their most popular side is tempura green beans. So we actually drew inspiration straight from the menu to take a different approach."

The creative suite is a video-first storytelling campaign for CTV, OLV, social, DOOH, display, and search. The media plan places heavy emphasis on California markets, with additional national reach. Premium CTV (Hulu, Peacock, Paramount) and high-profile moments like March Madness will elevate the brand’s stature and bring in quality-driven audiences.

“This spring, we’re balancing brand equity-building for Habit across the country with driving immediate store sales in its key western markets,” explains Exverus Media Director Georgia Schreiner. “The campaign’s colorful, sunny creative reinforces Habit’s southern California roots while expanding the freshness to new audiences.”
The campaign also marked a milestone beyond the creative itself. Habit was evolving its visual identity in parallel, giving Barrett Hofherr the rare opportunity to shape a new brand world and a refreshed brand identity in tandem, ensuring everything launched as one cohesive vision.

“We believe our freshly cooked menu and fresh ingredients set us apart,” explains Habit CMO Jack Hinchliffe. “We prepare our food with fresh ingredients, so it tastes great and is something our guests can feel good about. That commitment is why we’re growing traffic and winning awards. This campaign shines a light on guest favorites like the Santa Barbara Char, our Tempura Green Beans, and our signature house-made ranch. And behind every fresh meal is a team member putting care into every step, every day. Their dedication to freshness is what keeps guests coming back.”

For Barrett Hofherr, the campaign is the latest chapter in a creative partnership with Habit that continues to push the brand into bold new territory.

This campaign is the first of several initiatives launching this year to bring “Fresh Like That” to life. On March 10, Habit is celebrating National Ranch Day by surprising ranch lovers with a limited-edition seasonal poolside accessory that might look familiar to anyone who's seen the campaign's "Float On" spot — limited-quantity is available exclusively to those who register through MyHabit. Looking ahead, Habit will bring its #1 award-winning food to Dodgers Stadium with a new location in Centerfield Plaza this year.