Exverus Snags Habit Burger Media AOR From Publicis

West Coast burger chain The Behavior Burger Grill has appointed Exverus Media as its U.S. media company of document following a aggressive assessment, the businesses instructed ADWEEK.The California-born quick informal chain labored with Join, a Publicis Groupe media company affiliated with Spark Foundry, for a couple of yr earlier than launching the assessment.Run in-house, the pitch lasted round eight weeks and commenced with six businesses earlier than narrowing to 4 finalists. The Behavior was launched to Exverus by its artistic AOR Barrett Hofherr in the course of the assessment course of.“We had been on the lookout for one thing fairly bespoke,” Jack Hinchcliffe, chief advertising officer of The Behavior, instructed ADWEEK. With roughly 380 places in 13 states—and about two-thirds of them in California—the Yum! Manufacturers-owned chain was on the lookout for a media company that might assist it develop consciousness in new markets whereas sustaining momentum in its residence state. The shift comes amid combined enterprise outcomes for its father or mother firm: same-store gross sales fell 4% in Q2, and Q1 revenues dipped to $128 million from $130 million a yr earlier, based on Yum! Manufacturers and Nasdaq.COMvergence estimates The Behavior’s 2024 U.S. media spend at $8 million.Hinchcliffe stated The Behavior was on the lookout for a accomplice it may work intently with each day, noting that proximity was key. “One of many issues that was vital for us was appointing a West Coast company,” he stated, including that he hopes the group can bodily take part for vital conferences and workshops.Exverus’ pitch centered on constructing cultural relevance whereas tailoring media to native markets. “It’s really easy for shoppers to simply see one other burger chain on the market and probably not perceive what the model stands for,” Georgia Schreiner, media director at Exverus, instructed ADWEEK. “How will we make shoppers perceive that as properly? And the way will we do this via issues that we all know shoppers love and make them really feel linked to a model?”The native method was key, as The Behavior’s advertising priorities differ by market. “Outdoors California, it truly is an consciousness problem,” Hinchcliffe stated. “Inside California…it’s actually about staying high of thoughts and persevering with to drive that unprompted model consciousness.”He added that Exverus’ native focusing on capabilities enable the model “to be tremendous sensible on an area degree.” “We’d like each single greenback to work a lot tougher for us,” he continued. “Hardly ever do you truly discover a media accomplice who’s simply as fired up about that problem as Exverus had been.” The primary work from the partnership launches subsequent week: a cheeky OOH placement exterior of In-N-Out’s LAX drive-thru that updates final yr’s “No. 2” rating gag with a brand new jab on the chain’s drop to No. 4 in USA In the present day’s 10Best rating. A bigger strategic rollout is deliberate for 2026.In July, Exverus was acquired by efficiency media company Brainlabs, giving the London-headquartered store a West Coast foothold and increasing its media shopping for capabilities full funnel. Exverus continues to be led by its founding group from Los Angeles.