West Coast burger chain The Behavior Burger Grill has appointed Exverus Media as its U.S. media company of document following a aggressive overview, the businesses informed ADWEEK.
The California-born quick informal chain labored with Join, a Publicis Groupe media company affiliated with Spark Foundry, for a few 12 months earlier than launching the overview.
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 through the overview course of.
“We had been on the lookout for one thing fairly bespoke,” Jack Hinchcliffe, chief advertising and marketing officer of The Behavior, informed 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 12 months earlier, in accordance with 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 associate it might work carefully with each day, noting that proximity was key.
“One of many issues that was necessary for us was appointing a West Coast company,” he stated, including that he hopes the staff can bodily take part for necessary conferences and workshops.
Exverus’ pitch targeted 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 not likely perceive what the model stands for,” Georgia Schreiner, media director at Exverus, informed ADWEEK. “How will we make shoppers perceive that as properly? And the way will we do this by issues that we all know shoppers love and make them really feel linked to a model?”
The native strategy was key, as The Behavior’s advertising and marketing priorities differ by market. “Exterior California, it truly is an consciousness problem,” Hinchcliffe stated. “Inside California…it’s actually about staying prime 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 good on an area degree.”
“We want each single greenback to work a lot more durable for us,” he continued. “Not often do you truly discover a media associate 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 outdoors of In-N-Out’s LAX drive-thru that updates final 12 months’s “No. 2” rating gag with a brand new jab on the chain’s drop to No. 4 in USA At this time’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 staff from Los Angeles.
