Operation Find the #1 Burger Fan: Habit Burger x Big Game

After being crowned the "#1 Burger in the U.S." by USA Today, Habit Burger & Grill embarked on an ambitious mission during the Big Game weekend to ensure no one missed out on trying their award-winning Charburger. Our "Operation: Find the #1 Burger Fan" campaign drove two food trucks from Los Angeles to New Orleans, turning America's biggest sporting event into the ideal platform to connect with passionate fans.

The campaign leveraged strategic creator partnerships with @michael.dicostanzo, @itsmacksmacs, @alisha, @zane, @isaacrochell, @braxtonberrios — influencers with a combined reach of 19.7 million across platforms. These creators went on a mission to identify and reward the "#1 burger fans" throughout New Orleans during game weekend.

Our activation strategy included multiple touchpoints:

• Saturday Parade Route Tailgating: Positioning the food trucks along Baronne Street to engage with fans during pre-game festivities

• Sports Illustrated "The Party": Securing a last-minute exclusive sponsorship as the only food provider in general admission areas, serving approximately 3,000 attendees

• Game Day: The weekend culminated at the Big Game, with Michael and Mackenzie scouring the scene for the ultimate burger devotee. Playing on Andy Reid's well documented love for burgers, Michael and Mackenzie created entertaining and comedic interview-style content with @AlmostAndyReid who stayed in character as he shared his love for burgers.

Despite the compressed timeline, Later's Services team delivered exceptional support for this high-stakes activation. Briefed just the Monday before the Big Game, the team had only three days to source, negotiate, and contract creators while arranging their travel to New Orleans. Two team members were deployed to provide on-the-ground support, managing content capture and handling real-time logistics, while others remained on standby for authentication issues and travel adjustments.

The campaign yielded 44 content pieces across platforms, generating 2.92 million impressions and 148,000 engagements. Beyond contracted content, the partnership between Zane and Alisha triggered fan speculation, resulting in over 650,000 organic video views across eight unpaid videos, while strategic community management generated 37,122 comment likes across 46 Big Game-related posts.