# Cheeky Burger Billboards The Habit Burger & Grill Humorously Calls Out Five Guys By Kalin Ned | Published 2025-03-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/burger-billboards References: [globenewswire](https://www.globenewswire.com/news-release/2025/03/14/3043122/0/en/The-Battle-of-the-Better-Burgers-Takes-Manhattan-Habit-Burger-Grill-s-Billboard-Puts-Five-Guys-in-Their-Place-Fifth-Place-to-Be-Exact.html)  The [Habit Burger & Grill](https://www.trendhunter.com/trends/double-char) has made a bold statement in the competitive fast-food market by erecting a burger billboard above a Five Guys location in New York City. The message humorously declares 'You're Ranked #5, Guys.' The bold burger billboard call-out follows Habit Burger’s [Double](https://www.trendhunter.com/trends/bacon-wrangler-double) [Char](https://www.trendhunter.com/trends/body-care-for-athletes) 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 ## Trend Insights (Trend Hunter) - Score: 7.7/10 - Popularity: 95% | Activity: 99% | Freshness: 37% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Humorous Competitive Advertising:** Brands are leveraging humor in their marketing campaigns to create memorable and engaging contrasts with competitors. - **Billboard Marketing Resurgence:** The strategic placement of bold billboards in prominent locations is seeing a revival as businesses aim to capture the public's attention in bustling urban environments. - **Personalized Brand Narratives:** Companies are crafting unique and confident brand stories that emphasize their strengths and achievements to stand out in a crowded marketplace. ### Who This Affects Most - **Fast-food Industry:** The fast-food sector is rife with competition, prompting companies to adopt innovative marketing tactics that differentiate their brand offerings. - **Out-of-home Advertising:** The use of large, strategically positioned outdoor advertisements offers new opportunities for businesses to engage with consumers in dynamic, public spaces. - **Marketing and Branding:** The evolving landscape of marketing often calls for creative and bold strategies to help brands maintain visibility and foster consumer connection. ## Related on Trend Hunter - [Inventive Fast Food Campaigns](https://www.trendhunter.com/trends/double-char.md) - [Comprehensive QSR Experiences](https://www.trendhunter.com/trends/the-habit-burger-grill1.md) - [Cheeky Competitor-Inspired Burgers](https://www.trendhunter.com/trends/the-big-way.md) - [Cheesy Pretzel Bun Burgers](https://www.trendhunter.com/trends/pretzel-pub-char.md) - [Umami-Flavored Burgers](https://www.trendhunter.com/trends/the-korean-bbq-charburger.md) - [Accessible Artisan Burger Meals](https://www.trendhunter.com/trends/gotta-habit-meal-deals.md) - [Flame-Grilled Billboards](https://www.trendhunter.com/trends/flame-grilled-billboard.md) - [Spicy Chargrilled Burgers](https://www.trendhunter.com/trends/jalapeo-char.md) - [Crispy QSR Chicken Burgers](https://www.trendhunter.com/trends/the-habit-burger-grill.md)