This The Habit Burger Grill campaign redefines product trial with high-stakes, participatory storytelling for Habit Burger’s #1 Double Char— Clapboard's Global

Food & Drink

Great Lengths - The Habit Burger Grill | Clapboard Ad Archive

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Great Lengths - The Habit Burger Grill | Clapboard Ad Archive

Great Lengths from The Habit Burger Grill and Barrett Hofherr reframes burger delivery as a spectacle of fandom, harnessing real, high-octane stunts to dramatize the idea that the Double Charburger—a recent chart-topper on the USA TODAY 10Best Burger list—is so exceptional it compels both eaters and the brand itself to go above and beyond. At the core of this US 2025 campaign is a participatory activation: a billboard call-to-action urging consumers to nominate friends and family yet to experience Habit’s acclaimed Double Char, transforming advocacy into a social sport and building organic anticipation around the first bite. Barrett Hofherr—a creative agency with a track record for amplifying challenger brand stories—activates the narrative not with platitudes but with literal leaps, as skydiver Luke Aikens, longboarder Cole Trotta, and a fleet of wave-riding paddleboarders deliver Double Chars to unsuspecting first-timers across air, land, and sea, each encounter orchestrated for maximum drama and digital shareability. Rather than rely on the conventions of food advertising—mouthwatering slow-motion or idyllic family scenes—the creative thrust here is to manifest the burger’s reputation and US number one ranking into choreographed, visually kinetic moments, with routes to trial that eschew convention for sheer entertainment value. Sharply aligned with a younger, thrill-seeking demographic yet accessible to all via its nomination mechanic, the work leverages influencer partners through Later agency to broaden reach and turn first bites into rallying points for communal participation. Market-wise, in a category crowded with fast-casual nuance—where Shake Shack courts premium urbanites, Five Guys touts customisation, In-N-Out clings to legacy, and Smashburger spins global variety—Habit signals that emotional salience and cultural excitement might be the new currency of trial. The campaign approach sits squarely in Clapboard’s FORMAT#6—Benefit Causes Story, as every piece of creative is justified by the product’s perceived worthiness: it is because the Double Char is the number-one burger that Barrett Hofherr deploys skydivers and extreme sports stars, never merely as brand ambassadors but as proof points of the lengths one could and arguably should go for a taste. Habit Burger & Grill’s 2025 entry into risk-flavored experiential marketing—amplified via digital and film—reflects a muscular willingness to break through the noise on the back of product acclaim and engineered excitement. Clapboard rates this 63/100. In an era where food brands compete for both palate and attention, Great Lengths signals how performance storytelling and peer-driven participation can convert product ranking into lasting cultural resonance.

Credits

Client

The Habit Burger Grill

Agency

Barrett Hofherr, Rodeo Show, Later

Chief Marketing Officer

Jack Hinchliffe

Head Of Digital

Ken Chan

Communications

Laura Gosselin

Creative Director

Jamie Barrett

Executive Creative Director

Todd Eisner

Art Director

Michael Simon

Copywriter(s)

Liam Berg

Account Management

Helen Oddone

Head Of Production

Conor Duignan

Producer

Kelli Rose Bratvold, Hani Selim, Martell Rose

Business Affairs

Tricia Kresneski

Category Mind Map

48%

The campaign for The Habit Burger Grill, titled "Great Lengths," leverages a bold brand proposition centered on the idea that their signature Double Charburger is so exceptional it’s worth extraordinary efforts to experience. By emphasizing memorable, high-energy delivery methods—skydiving, longboarding, and paddleboarding—the campaign positions the burger as an unforgettable culinary moment, reinforcing Habit Burger’s identity as an exciting, top-tier fast food choice recognized as the "#1 voted burger" by USA TODAY 10Best readers. The market strategy is built around a consumer insight that while many are already familiar with and loyal to Habit Burger, a significant portion of potential customers have yet to try the Double Charburger. To address this, the campaign invited current fans to nominate friends and family who hadn’t tasted the burger, creating a participatory call-to-action that fueled engagement and authentic peer-to-peer endorsements. The creative approach escalated beyond traditional advertising by orchestrating highly visual and stunt-driven burger deliveries across various dynamic environments—air, land, and sea—thereby generating shareable moments designed to break through advertising clutter. This experiential angle not only highlights the brand’s confidence in its product but also fosters a sense of excitement and discovery among first-timers, making the act of trying the burger itself a noteworthy event. Collaborations with expert stunt performers and influencer agencies further enhance the campaign's reach while aligning with the interests and lifestyles of a younger, adventure-seeking demographic. Overall, the campaign integrates performance and creativity to convert curiosity into trial, reinforcing Habit Burger’s position in the competitive fast food market by transforming product sampling into a visually compelling narrative.

FORMAT#6 BENEFIT CAUSES STORY — Builds a story where the product’s benefit is the reason for the action or twist. This campaign most clearly fits the "Benefit Causes Story" format because the entire narrative is built around people going to wild extremes—skydiving, longboarding, paddleboarding—specifically to deliver The Habit Burger Grill’s award-winning Double Charburger to first-timers. The driving force behind these high-octane stunts is the burger's exceptional acclaim (#1 voted burger), with the product’s benefit (being unforgettable/worth going to great lengths for) motivating all the creative action. The story is constructed to showcase the burger's reputation as the reason for such extraordinary delivery, not simply as an element of resolution or as a generic exemplary story arc. The campaign’s performance genre and repeated reference to the lengths taken for “first bites” are clear structural signals of this creative technique. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Shake Shack – Market Positioning Shake Shack positions itself as a premium fast-casual burger brand emphasizing high-quality, fresh ingredients, including 100% all-natural Angus beef, innovative menu items, and a modern, community-centric dining experience. It appeals to urban, trend-conscious consumers seeking a balance between fast food convenience and gourmet flavors. 2. Five Guys – Market Positioning Five Guys differentiates through a focus on fully customizable, made-to-order burgers and fresh-cut fries, using fresh, never frozen beef and generous portions. Their straightforward, no-frills ambiance and consistency attract customers valuing quality and authenticity in classic American burgers. 3. In-N-Out Burger – Market Positioning In-N-Out Burger leverages a cult-like following through its simple, iconic menu, emphasis on fresh, never frozen ingredients, and exceptional customer service. The brand focuses on tradition, quality, and exclusivity by carefully controlling expansion primarily in the western United States. 4. Culver’s – Market Positioning Culver’s is known for its “ButterBurgers” and fresh frozen custard, blending fast-casual convenience with a home-style, Midwestern comfort-food appeal. It differentiates by emphasizing friendly service, diverse menu options, and a family-oriented, community-driven atmosphere. 5. Smashburger – Market Positioning Smashburger stands out with its “smashed” cooking technique that delivers a crispy, caramelized crust on burgers alongside crafted, globally inspired toppings. The brand targets consumers looking for innovative flavor combinations combined with fast-casual quality and a lively dining environment.

Q: What is Great LengthsBarrett Hofherr Delivers Habit Burgers & Grill’s Double Charburgers to First-timers with High-Octane Stunts about? A: Great LengthsBarrett Hofherr Delivers Habit Burgers & Grill’s Double Charburgers to First-timers with High-Octane Stunts is a 2025 campaign for The Habit Burger Grill, created by Barrett Hofherr in partnership with Rodeo Show and Later. Set in the United States and targeting the food and drink market, the campaign celebrates Habit’s Double Charburger being named the #1 fast food burger by USA TODAY 10Best. The creative idea centers on delivering the Double Charburger to first-timers via extreme stunts—skydiving, longboarding, and paddleboarding—after a national call-to-action invited fans to nominate friends who had never tried the burger. Q: What creative device does Great LengthsBarrett Hofherr Delivers Habit Burgers & Grill’s Double Charburgers to First-timers with High-Octane Stunts use? A: Great LengthsBarrett Hofherr Delivers Habit Burgers & Grill’s Double Charburgers to First-timers with High-Octane Stunts employs the Benefit Causes Story format, as classified by Clapboard’s 12-format taxonomy. In this approach, the product’s benefit—being an award-winning, unforgettable burger—directly motivates the campaign’s action: orchestrating extraordinary deliveries by air, land, and sea. The narrative is constructed so that the burger’s reputation is the reason for the high-octane stunts, making the act of trying the Double Charburger a memorable event and reinforcing the product’s exceptional status through the story itself. Q: What is the campaign proposition for Great LengthsBarrett Hofherr Delivers Habit Burgers & Grill’s Double Charburgers to First-timers with High-Octane Stunts? A: The campaign proposition for Great LengthsBarrett Hofherr Delivers Habit Burgers & Grill’s Double Charburgers to First-timers with High-Octane Stunts is that The Habit Burger Grill’s Double Charburger is so acclaimed it warrants extraordinary efforts to experience. Targeting both loyalists and untapped audiences, the campaign invites fans to nominate burger “first-timers,” then delivers the product in unforgettable, stunt-driven ways. This strategy positions Habit Burger as an exciting, top-tier fast food choice, using experiential moments to break through advertising clutter and drive trial, all while leveraging its #1 ranking to reinforce its market leadership. Q: How does Great LengthsBarrett Hofherr Delivers Habit Burgers & Grill’s Double Charburgers to First-timers with High-Octane Stunts rank in Clapboard's archive? A: In Clapboard’s global ad archive, Great LengthsBarrett Hofherr Delivers Habit Burgers & Grill’s Double Charburgers to First-timers with High-Octane Stunts holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial authority. Q: Who are the competitors in The Habit Burger Grill's category? A: In the fast-casual burger category, The Habit Burger Grill competes with brands like Shake Shack, which positions itself as a premium, ingredient-driven destination for urban diners; Five Guys, known for its customizable, made-to-order burgers and authentic approach; In-N-Out Burger, which leverages a cult following through simplicity and quality; Culver’s, which combines Midwestern comfort with a family-oriented ethos; and Smashburger, which emphasizes its unique cooking technique and globally inspired toppings to attract adventurous, quality-focused consumers.