Case Study: Habit Burger & Grill turns a festival activation into a national menu launch with Later Influence

Habit Burger & Grill drives 1.08M views with Later Influence

Habit Burger & Grill, a quick service restaurant, sought to launch its exclusive Desert Drip Charburger at a festival to reach a younger, culturally relevant audience. Their challenge was to authentically stand out and drive awareness by moving beyond traditional marketing, which required partnering with creators who genuinely embodied the festival lifestyle. To achieve this, they worked with vendor Later and used its Later Influence product.

Later's Services team built a campaign with fashion-forward lifestyle creators, providing live on-the-ground support during the festival for real-time content ideation and approvals using the Later Influence platform. The solution drove 1.08M total views, 4M paid impressions, and generated 851K paid engagements. The campaign's success and positive audience sentiment directly fueled the strategic decision to scale the festival-exclusive burger into a national limited-time offer, proving creator-led storytelling's effectiveness.

Habit Burger & Grill