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michelle@sapkacomm.com
In 2024, Habit won the USA Today 10 Best Reader’s Poll for best burger in America. It was a juicy win.
How did we celebrate? Kept it classy, of course. We congratulated our archrival In-N-Out on their second place status with billboards directly across from their restaurants. Which resulted in a flood of local, national, and even international media attention, and sparked a spirited debate among burger lovers online.
Winning once is a big deal in the highly competitive burger world. But darned if Habit didn’t win the USA Today poll again in 2025. And In-N-Out? Well, they slipped to #4. Still impressive when you consider there are thousands of burger restaurants in contention. And still, we felt, worthy of a sincere shout out from the back-to-back champ.
Hence the “Congrats on #4” billboard.
Once again, the burger world lit up on social media. But this time, the work earned a more permanent place online. Dictionary.com actually cited the campaign and used it in its definition of the word “trolling”. Pretty cool.
Even cooler, it helped lead to Habit’s best sales results in their 40-year history.
