top of page
ART DIRECTOR
Habit Burger Grill
Better by Char
Habit's Double char was voted America's #1 burger.
Narrowly beating out the likes of their California rival, In-N-Out.
So we took out billboards in front of In-N-Out locations and got our troll on.
..........................................
SF Addys OOH | Daily Mail | Reddit | UsaToday | SF Gate | Globe Newswire
Out of Home
We started with billboards outside of In-N-Out's busiest locations.
Print
Then we took out this full-page ad in the LA Times
It caused quite the stir.
In-N-Out fans raged on social.
The media talked a lot.
A local LA radio station put up their own billboard in In-N-Out's defence.
Trolling #5
While In-N-Out came in a respectable 2nd place, FIVE GUYS came in 5th.
So you know they weren't safe either.
Did any of this work? Yes.
Habit had their most profitable month in their history.
And to celebrate, we took a victory lap and live launched our award-winning burger into space, proudly claiming the title: "The burger other burgers look up to."
Lagniappe
Our campaign is now an example for the word "troll" on dictionary.com
bottom of page