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Battery Cooks Up The Habit Burger Grill’s First Brand Campaign

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Battery puts the focus on the smoke for the burger chains 'Stoking the Flame Since 1969' campaign

Battery Cooks Up The Habit Burger Grill’s First Brand Campaign

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 flavour 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.

“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.”, 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.", Sean McNamara, head of strategy at Battery.

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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

Eusebio Productions

Director: Christopher Eusebio

Producer: Melissa Fuller

DOP (Director of Photography): Adam Bricker

Union Editorial

Managing Partner: Michael Raimondi

Editor: Nadine Mueller

Producer: Lillian Ghodoushim

Mom/Pop Color and Finishing

Colourist: Shane Reed

Genres: Dialogue

Categories: Restaurants, Retail and Restaurants

Raconteur, Tue, 19 Oct 2021 09:21:56 GMT