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.
Check out on demand webinar with our friends at Habit and hear straight from the team!
See pricingRolling 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.
“Abiud’s content blew us away—his energy, creativity, and delivery were spot-on. Later’s Services team made it easy by finding the right creators, so we didn’t have to. They’re true experts at this—we trusted them to lead, and it paid off.”
Maria Delgado
Marketing Associate, Tapatío Ramen
We didn’t just want to show up—we wanted to be part of the weekend. The creators made that happen.
First Last
Director of Brand & Product, Habit Burger & Grill
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.
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.
Winning plays, real results
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.
40
Influencers
150+
Posts Shared
30+
Boosted Posts on Multiple Platforms