Still product-focused like previous marketing, the campaign takes a quirky, cinematic approach. The brand has already dipped its toe into comedy, working in the past with indie agencies like Party Land for an absurdist campaign called “There You Hab It.”
“While we take our food seriously, we don’t take ourselves too seriously,” said Hinchliffe, who has been top marketer since early 2023, following Yum’s acquisition of the brand in 2020. “Charlie adds a touch of humor and levity to the way we tell our quality story.”
The fast-growing chain, born in Southern California, is trying to expand beyond its cult following. It now has 370 locations across 14 states and internationally, though it could still be considered under the radar for some audiences. Thrillist included the company in its roundup of “Underrated Burger Chains That Need to be in Every State,” and Newsweek named it one of America’s Favorite Restaurant Chains 2023.
Charlie’s heroic gesture
The introduction of Charlie is intended to speak to loyalists but also be “a story that’s unignorable” to newbies, per Hinchliffe.
In the video, the character—a lowly but determined lump of coal—shows up at a Habit location and begins a slow-motion march across the restaurant toward the sizzling grill and its open flame. Along the way, diners and employees give him admiring looks and subtle encouragement.
The inspirational background music swells, reminiscent of a Hollywood action movie, as the lead-up to the heroic—and somehow comically fatal—gesture.
“Before Charlie jumps, he takes one last look at happy customers with their char-grilled burgers, and it’s the last bit to incentive he needs,” Eisner said. “He even smiles as he falls into the fire, because he knows it’s worth it.”
The ad, in its full-length and cut-down versions, will run through the year on social media and in-theater and via connected TV on the West Coast on Peacock, Disney+ and other platforms.
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