The Habit Burger Grill, the fast-casual chain from California renowned for its Charburger cooked to order over an open flame with briquettes, recently introduced a new campaign titled "Better By Char." This campaign features a new mascot — a heroic yet adorable character inspired by charcoal.
In the 30-second commercial for The Habit, Charlie, a lively animated briquette, captures everyone's attention as soon as he arrives. With music setting the scene, all eyes follow him in admiration as he makes his way to the grill, determined to meet his fate. Upon jumping into the flames, Charlie is swiftly engulfed, and as the camera returns to the grill, a burger patty is revealed in his place.
“With this campaign, we are eager to show the world why our Charburgers taste better,” says Ken Chan, Head of Digital & Storytelling at The Habit Burger Grill. “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.”
Despite his seemingly fatal jump, we hear Charlie is fine, lowkey giving us Kenny from South Park vibes.
