Gen-Z, Millennial Opps: Habit Burger Grill picks up creative AOR (Score 84)

Sales lead: Reach out now to offer ad space & to inquire about other agency opportunities. 

• Habit Burger Grill (HBG) appointed Barrett Hofherr as creative AOR in October 2023.
• The agency is tasked with creating marketing campaigns. 
• We predicted an agency review when we told you about HBG naming Jack Hinchliffe CMO in February. 

Target demographic: Gen-Zers & millennials

The company will likely:

• Keep ramping up digital spend
• Launch an ad campaign
• Make additional agency changes

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: HBG spent nearly $2.7m on digital display ads YTD, a huge increase from $358.1k spent in this channel during the same time period of 2022. 
• YTD data: 399.2m impressions via Instagram (53%), Facebook (46%), and desktop display (1%). 
• 2021-2022 spend: Full-year spend equaled $1.3m in 2021 and 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as instagram.com, facebook.com, huffpost.com, tvtropes.org, and insider.com. 

Additional channel insights  

• Vivvix: HBG also invests in OOH. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so get in touch now to be top-of-mind. 
• Current roster: 
  • Global Media Group: media buying & planning
  • Barrett Hofherr: creative AOR