The Habit Burger Grill
As a CSULB student, the marketing manager of The Habit Burger Grill challenged our class teams to compete against each other to create the best limited time offering (LTO) for the upcoming summertime. We were given brand assets and “$25,000” to create promotional content for this campaign.
Understanding that people enjoy lighter entrees in the summer, our team created the California Turkey Burger. After researching and asking actual Habit employees what item gets the most requests but isn’t on the menu, we learned turkey burgers were the missing link. We strategized around this ti create a summery, lighter entree to appeal diet-conscious consumers who want something that still taste great. The California name was chosen to play into America’s infatuation with California and its beaches, so the “California Turkey Burger” was born.
We created initiatives and event activations to promote awareness that included food truck pop-ups, entree vouchers, social media influencer collaborations, and fundraisers. Check out the marketing deck down below!
Skills Utilized:
Market Research + Analysis
Product Creation
Promotional Strategy
Public Relations Plan
Social Media Influencer Strategy
The Constraints:
$25,000 Budget
Eight week promotional period
Use non-conventional marketing
