Burgers have a special allure when grilled at home, and much of that flavor comes from the glowing coals beneath the grill. This idea is central to Habit Burger Grill’s new campaign, “Better By the Char”. The campaign stars an anthropomorphic piece of charcoal named Charlie, who heroically jumps into the flames to ensure the burgers are irresistibly tasty.

The advertisement injects dark humor as Charlie the Charcoal meets his overly-dramatic end to the tune of a grandiose soundtrack, reminiscent of a climax in an action movie. Charlie’s sacrifice not only tugs at the heartstrings but also might make you appreciate your next burger a bit more. With its unique character and style of humor, this campaign positions Habit Burger Grill distinctively in the fast food marketing arena. They are optimistic that Charlie’s memorable sacrifice will resonate widely, benefiting both the brand and burger lovers alike.