Habit Burger Grants Account Management Duties to Exverus, Previously Held by Publicis
The Habit Burger Grill Appoints Exverus Media as U.S. Media Agency of Record
The Habit Burger Grill, a popular fast-food chain under the umbrella of Yum! Brands, has chosen Exverus Media as its U.S. media agency of record. The decision, effective immediately, marks a significant shift in the chain's media strategy.
According to COMvergence, The Habit Burger Grill's estimated U.S. media spend for 2024 stands at $8 million. The goal, as stated by Georgia Schreiner, media director at Exverus, is to make consumers understand the brand and connect with it.
In the search for a media agency partner, The Habit Burger Grill sought a close working relationship on a daily basis, with proximity being a key factor. Exverus, with its West Coast presence and leadership team from Los Angeles, fits the bill perfectly.
The appointment of Exverus Media comes after a rigorous eight-week review process that narrowed down the finalists to four. The agency was introduced to The Habit Burger Grill during the review process by its creative AOR, Barrett Hofherr.
Exverus's strategy for helping The Habit Burger Grill grow in new markets while maintaining momentum in their home state centers on a bespoke media approach tailored to distinct regional needs.
In new markets outside California, the focus is on building brand awareness. Many consumers may not yet know what Habit Burger stands for, and Exverus aims to change that through targeted out-of-home advertising and broader digital and media buys.
Within California, where about two-thirds of Habit Burger’s roughly 380 locations are concentrated, the emphasis is on maintaining top-of-mind awareness and continuing to drive strong, unprompted brand recognition.
Exverus's recent acquisition by performance media agency Brainlabs provides expanded media buying capabilities and a strengthened West Coast foothold, enabling a comprehensive and full-funnel media strategy that supports both growth and retention goals.
The first work from the partnership between The Habit Burger Grill and Exverus Media will launch next week, featuring a cheeky out-of-home (OOH) placement outside of In-N-Out's LAX drive-thru. The local approach is crucial for The Habit Burger Grill, as its marketing priorities differ by market.
The Habit Burger Grill currently operates approximately 380 locations in 13 states, with about two-thirds of them in California. Despite mixed business results reported by Yum! Brands, with same-store sales falling 4% in Q2 and Q1 revenues dipping to $128 million from $130 million a year earlier, The Habit Burger Grill is looking to grow awareness in new markets while maintaining momentum in its home state.
The appointment of Exverus Media is a step towards achieving this goal. Under the leadership of Media Director Georgia Schreiner, the agency aims to communicate Habit Burger’s unique brand positioning to make consumers feel connected through media that resonates with their interests. A larger strategic rollout is planned for 2026.
[1] https://www.comvergence.com/ [2] https://www.exverusmedia.com/ [3] https://www.barretthofherr.com/ [4] https://www.brainlabsdigital.com/ [5] https://www.yum.com/
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