{"id":6539,"date":"2024-03-31T23:16:29","date_gmt":"2024-04-01T03:16:29","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/03\/31\/charlie-the-briquette-is-the-habit-burger-grills-first-ever-short-lived-mascot\/"},"modified":"2024-04-02T09:57:00","modified_gmt":"2024-04-02T13:57:00","slug":"charlie-the-briquette-is-the-habit-burger-grills-first-ever-short-lived-mascot","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/charlie-the-briquette-is-the-habit-burger-grills-first-ever-short-lived-mascot\/6539\/","title":{"rendered":"Charlie the Briquette is The Habit Burger Grill\u2019s First-Ever, Short-Lived Mascot"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some characters exist for hundreds of years as active brand mascots after being introduced into the world. Others are meant to have much shorter lifespans.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2024\/03\/charlie_thehabitgrill.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Charlie is the new, first-ever mascot for <a href=\"https:\/\/www.habitburger.com\/\" target=\"_blank\" rel=\"noopener\">The Habit Burger Grill<\/a>, but don\u2019t expect him to start cracking wise with customers. For burgers at The Habit to keep being delicious, this little charcoal briquette must fulfill his date with destiny.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">\n\n\n<p class=\"wp-block-paragraph\"><strong>&#8220;Better By Char&#8221;<\/strong><\/p>\n\n\n\n\n\n\n<\/h2>\n<p class=\"wp-block-paragraph\">Charlie, an animated briquette, was created by creative agency <a href=\"https:\/\/barretthofherr.com\/work\/charlie\" target=\"_blank\" rel=\"noopener\">Barrett Hofherr<\/a>, the AOR for The Habit Burger Grill. The new campaign communicates that grilling charburgers is what sets The Habit apart from other burger joints in making better burgers.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2024\/03\/charlie_thehabitgrill_1.jpeg\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">To make The Habit\u2019s famous Charburger, it must be cooked over briquettes on an open flame. Charlie is simultaneously the star of this campaign and one of those briquettes. A delicious Charburger cannot be made without his demise \u2014 and Charlie is willing to heroically take one for the team.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Chargrilling takes more effort, but it\u2019s also what makes a Charburger so delicious,&#8221; said Todd Eisner, Executive Creative Director for Barrett Hofherr. &#8220;So, what better way to celebrate that than by showing a briquette make the ultimate sacrifice to make the ultimate burger?&#8221;<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/928160175?dnt=1&amp;app_id=122963\" width=\"1240\" height=\"698\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The commercial features Charlie entering one of The Habit locations. He\u2019s wide-eyed and grinning, waving to customers as he heads to the back of the house. The customers give him nods and smiles. They know what\u2019s about to happen and so does Charlie.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Charlie swan dives onto the grill. Careful editing cuts to show us a tasty, chargrilled burger: what Charlie\u2019s existence ultimately gives us.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;With this campaign, we are eager to show the world why our Charburgers taste better,&#8221; said Ken Chan, Head of Digital &#038; Storytelling at The Habit Burger Grill. &#8220;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.&#8221;<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Not the First Brand Mascot To Perish For Greatness<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Charlie the Briquette recalls other brand mascots that are quite literally designed to die in commercials and advertisements.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some of these mascots are characters we love to hate, like the Raid Bugs. Others like <a href=\"https:\/\/popicon.life\/will-die-for-love-meet-hingie-hinges-new-mascot\/\" target=\"_blank\" rel=\"noopener\">Hingie<\/a>, the face of the dating app Hinge, really do take the L for love.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Hinge, the Dating App Designed to Be Deleted\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/ePDO5st8jv0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n<p class=\"wp-block-paragraph\">Hingie was created by ad agency Red Antler. The more couples meet and fall in love after using Hinge, the more they\u2019re able to fulfill the app\u2019s tagline and delete it afterwards. Subsequently, Hingie must also self-destruct but he\u2019s more than happy to do it in the name of love.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><b>About the Author<\/b><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at\u00a0<a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Charlie is the new, first-ever mascot for The Habit Burger Grill, but don\u2019t expect him to start cracking wise with customers. For burgers at The Habit to keep being delicious, this little charcoal briquette must fulfill his date with destiny.<\/p>\n","protected":false},"author":7,"featured_media":6540,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-6539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Charlie the Briquette is The Habit Burger Grill\u2019s First-Ever, Short-Lived Mascot | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/charlie-the-briquette-is-the-habit-burger-grills-first-ever-short-lived-mascot\/6539\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Charlie the Briquette is The Habit Burger Grill\u2019s First-Ever, Short-Lived Mascot\" \/>\n<meta property=\"og:description\" content=\"Charlie is the new, first-ever mascot for The Habit Burger Grill, but don\u2019t expect him to start cracking wise with customers. 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