The Habit Burger Grill has unveiled a new ad campaign, debuting its first-ever mascot: Charlie the Briquette. This marketing endeavor revolves around the concept that The Habit’s renowned Charburger is meticulously crafted over briquettes on an open flame. The little animated charcoal briquette, created by agency Barrett Hofherr, emerges as a central figure in this narrative and turns out to be one of those briquettes.

The commercial features Charlie as he makes his entrance into a Habit Burger restaurant, making his way to the kitchen with a cheerful grin. Customers acknowledge him with nods and smiles, aware of what’s about to happen. In a climactic moment, after a suspenseful pause, Charlie takes a dramatic plunge onto the grill.

Set to a soundtrack composed by Jared Hunter and produced by Scott Cymbala, the commercial culminates in the unveiling of a delectable, chargrilled burger lifted from the grill.

“At Habit, we go to great lenghts to make really great burgers,” the voiceover says at the end of the commercial, which also sees the tagline “Better by Char” flashing across the screen.

Ken Chan, Head of Digital & Storytelling at The Habit Burger Grill, expressed enthusiasm about the campaign, stating, “With this campaign, we are eager to show the world why our Charburgers taste better”. “Charlie may be an adorable, animated briquette, but he embodies the passion and commitment to quality that is at the heart of everything we do,” Chan added.