The Objective
Fueling fan energy to drive monumental brand awareness
Habit Burger & Grill, already beloved by loyal fans, recognized a major opportunity: They needed to grow awareness beyond their existing customer base. Their goal was to reach new burger-loving audiences who hadn’t yet experienced their award-winning Charburger—and turn casual fans into devoted ones.
Fresh off being crowned the #1 burger in the U.S. by USA Today 10Best, Habit saw the Big Game weekend as the perfect moment to turn national buzz into real-world impact. But how could a regional brand make waves during America’s most saturated advertising moment?
The answer: Hit the streets with burgers, creators, and a whole lot of fan energy.
The Solution
Rolling into the Big Game with real fans and real flavor
To break through the noise of Big Game advertising, Habit hit the road—literally. Two branded food trucks traveled from Los Angeles to New Orleans, bringing their award-winning Double Charburgers to fans across the city during one of the most culturally relevant weekends of the year.
Partnering with Later, Habit launched “Operation: Find the #1 Burger Fan”—a creator-led, on-the-ground top-of-funnel campaign built to fuel conversations online and offline and grow awareness of Habit Burger & Grill.
“We didn’t just want to show up—we wanted to be part of the weekend. The creators made that happen.”
Jack Lettenmair
Director of Brand & Product, Habit Burger & Grill
Big personalities. Bigger burgers.
Habit teamed up with six creators across TikTok and Instagram known for their engaging, street-style content and loyal audiences. The influencer squad included @Michael.DiCostanzo, @ItsMacksMacs, @alisha, @zane, @isaacrochell, and @braxtonberrios—boasting a combined reach of 19.7M.
Together, they hit the streets of New Orleans in search of the ultimate burger superfans—popping up during Big Game weekend and even serving Double Charburgers at VIP events like the exclusive Sports Illustrated Party.
Their content was fun, fast-moving, and full of heart—and fans loved it. One TikTok from Zane and Alisha alone racked up 678K views.
“Hiring Later is one of the best decisions we’ve ever made.”
This campaign was a sprint. Briefed just days before kickoff, Later’s Services team had 72 hours to contract creators, coordinate travel, and deploy two team members on-site. The on-the-ground crew handled everything from content capture to creator logistics, while the rest of the team provided 24/7 support from afar.
The result? A seamless campaign rollout and a burger truck that didn’t miss a beat.
“Hiring Later is one of the best decisions we’ve ever made.”
Jack Lettenmair
Director of Brand & Product, Habit Burger & Grill
Viral moments and real-time hype
Beyond the 44 official content pieces, the chemistry between two creators sparked organic fan speculation that led to 650K+ organic views.
Habit’s community team fueled engagement further with a smart comment strategy—jumping into trending Big Game posts and generating 37,000+ likes across 46 videos. One cheeky comment even earned 24.5K likes on a viral halftime show debate.
The Results
Winning plays, real results
6
Influencers
10.5M
Total Impressions
186K
Total Engagements
44
Total Content Pieces
Habit didn’t just show up for the Big Game—they made it their own. “Operation: Find the #1 Burger Fan” turned a food truck tour into a creator-powered moment that stole the spotlight on one of the most competitive weekends in marketing.
By teaming up with creators who know how to connect with fans—and leaning on Later’s Services team to move fast—Habit Burger & Grill delivered a campaign packed with flavor, energy, and impact. More than just driving results, this activation positioned the brand at the center of a major cultural moment, building brand awareness and reinforcing Habit’s place in the conversations customers care about most.
The takeaway? You don’t need a commercial to make noise—you just need the right people, the right plan, and a whole lot of Double Charburger confidence.