The bold burger billboard call-out follows Habit Burger’s Double Char burger being named the #1 fast-food burger by USA TODAY 10Best. The campaign is part of a broader strategy to highlight Habit Burger’s achievements and differentiate itself from competitors, including previous playful jabs at In-N-Out for its #2 ranking.

The company’s Chief Marketing Officer, Jack Hinchliffe, emphasized the brand’s confidence in its chargrilled offerings: “New York is famous for its big billboards and even bigger personalities, so we figured, why not have a little fun? Earning the #1 spot is no small feat, and while we respect the competition, we’re not shy about celebrating it. Our Double Char speaks for itself: chargrilled, fresh, and now officially the best.”

Image Credit: The Habit Burger & Grill