Habit is stepping up to the plate with its newest Habit & Co. residency launching today, welcoming Dodgers pitcher Alex Vesia for an eight-week menu inspired by one of baseball's most iconic moments: the double play. Like his predecessor, Chef Jet Tila, Vesia’s residency will be announced on a 20,000 square foot digital out-of-home (DOOH) screen in his hometown of Los Angeles, followed by a full-funnel media campaign.
“To make the campaign feel as double-sized as Alex’s menu items, we partnered with NPRP Media for a giant DOOH play,” says Exverus by Brainlabs Media Director Georgia Schreiner. “For this residency, we’re tapping into the deep regional connection between Alex and Dodgers fans in California, while expanding the campaign nationwide.”
Creative agency Optimism BH designed an 8-week social content plan that will feature and highlight details around Alex’s story and menu. Fans will also have the opportunity to take home an exclusive Alex Vesia x Habit bobblehead. Partnership agency SonderCo collaborated with the brand from early concept development to strategy and talent relationships that brought Habit & Co. to life.
“Unlike the last resident, Alex isn’t a chef,” says Optimism BH Creative Director Todd Eisner. “But he genuinely loves Habit Charburgers, so it was our job to make sure that enthusiasm was captured in our content.”
The Double Play Menu is available at participating Habit locations nationwide beginning September 16 for a limited time.
For more information about Habit and to find a restaurant near you, visit www.habitburger.com. Connect with Habit on social media on Instagram, Facebook, TikTok and LinkedIn.
About Exverus by Brainlabs
Founded in 2014, Exverus is a global, independent media agency growing brands through full-funnel media planning & buying, traditional and programmatic advertising, retail media & e-commerce, paid search, paid social, and analytics. Our data-driven media plans combine brand and performance under one scientific brain to confidently allocate every ad dollar for the maximum return. Named for the Latin phrase "from the truth", Exverus (acquired by Brainlabs in 2025) is dedicated to transparency and long-term client trust. Learn more at exverus.com.
About Habit Burger & Grill
Born in sunny Southern California in 1969, Habit Burger & Grill is known for Charburgers cooked-to-order over an open flame. But the menu extends far beyond burgers—it’s a celebration of Californian-inspired flavors. Alongside the brand's signature Charburgers is a meaningful array of handcrafted sandwiches, crisp salads, and creamy shakes, ensuring there's something for everyone. Habit Burger & Grill has earned notable recognition, with its Double Char and Tempura Green Beans ranked #1 by USA Today 10Best. Habit has since grown to over 385 restaurants across 14 states and internationally—continuing to serve up bold fresh flavors, made-to-order. Learn more at www.habitburger.com.
