Marketing Currents - Business and Marketing Current Events

The Habit Burger Grill Releases New Ad Campaign with New Mascot and Tagline


Full-service creative agency Barrett Hofherr has created its first work as AOR for the Yum! Brand’s burger chain The Habit Burger Grill, a beloved California-born fast-casual brand known for its chargrilled burgers.

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Discussion Questions:

  1. What is branding?
  2. What is a brand mascot?
  3. Why do you some brands use mascots in their marketing?
  4. What is a tagline?
  5. Why do brands use taglines in marketing?
  6. What is advertising?
  7. Why do you think Habit Burger Grill is launching an advertising campaign?
  8. Why do you think they are introducing a new mascot?
  9. What is the mascots name and how does that tie in with the tagline for this campaign?
  10. What is Habit Burger Grill trying to communicate to consumers with this campaign?
  11. How do the mascot and tagline help Habit to accomplish that goal?
  12. Why do you think they chose to not keep the mascot for the long term?
  13. Do you think the brand could face some backlash for this advertisement? Why or why not?
  14. If so, do you think they considered those risks before launching this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.