UFC GYM and Habit Burger Serve Up a Bold Marketing Play with ‘Hot Dads’ Campaign
Krissy Vann | Host, All Things Fitness and Wellness
UFC GYM and Habit Burger & Grill have teamed up on a campaign that blends humor, health, and creative brand positioning. At the center is a nationwide casting call for the Hot Dads of Habit x UFC GYM Calendar, launching July 1, tied to the debut of Habit Burger’s newly revamped salad lineup.
“At Habit, we take our salads seriously—and our hot chargrilled chicken even more so,” said Jack Hinchliffe, Chief Marketing Officer at Habit Burger & Grill. “Our new salad lineup is made fresh to order and topped with chargrilled chicken straight off the grill, never pre-cooked, never chilled. It’s bold, flavorful, and ready for the spotlight. Just like our hot dads. And how do Hot Dads like their lettuce? Shredded.”
According to the press release, salads, often unfairly stereotyped as a “mom order” while dads are expected to go full carnivore, are officially getting rebranded. Bun-less options don’t have to be boring. Habit’s salads pack hot chargrilled chicken breast on top of fresh, flavorful ingredients that are as satisfying as they are craveable. They're hearty, delicious, and absolutely UFC GYM endorsed.
The tone of the campaign is intentionally light, but the marketing strategy reflects a broader trend. Brands in both food and fitness are increasingly leaning into lifestyle-focused content and social storytelling. For UFC GYM, the partnership is an opportunity to showcase strength and health beyond the gym floor. For Habit Burger, it opens up new ways to talk about menu options without defaulting to traditional fast-casual messaging.
“We’re looking for dads who bring the heat in and out of the gym,” said Adam Sedlack, CEO of UFC GYM. “Whether it’s meal prep or math homework, story time or strength training—we want the kind of dad who can crush a workout and crush a salad in the same afternoon.”
Six dads will be featured in the calendar and will receive two one-year UFC GYM Champion memberships. The result is a playful cross-brand campaign that uses humor to reframe healthy eating and celebrate modern fatherhood. It is a reminder that the right collaboration—when anchored in cultural awareness and delivered with personality—can turn a salad launch into a talking point.
