Whataburger, the iconic fast-food chain celebrated for its legendary burgers, is making waves in the culinary scene with a delectable addition to its menu: the All-New Boneless WhataWings. As the fast-food giant expands its offerings, the introduction of WhataWings promises to make the New Year a whole lot saucier. Each order of WhataWings boasts nine 100% white-meat chicken tender bites tossed in one of Whataburger’s signature sauces, including mouthwatering options like Honey Butter, Buffalo, Honey BBQ, and Sweet & Spicy.
In collaboration with its agency of record, McGarrah Jessee, Whataburger is set to unveil WhataWings through a tongue-in-cheek campaign that playfully dives into the ongoing wing culture debate. The central question: Is it genuinely a chicken wing if it’s boneless? Inspired by spirited discussions on platforms like Reddit, the WhataWings campaign takes a lighthearted approach to explore the nuances of wing culture. By directly addressing boneless wing skeptics, the campaign seeks to diffuse the debate, refocusing the conversation on what truly matters – the irresistible flavor, bold sauces, and premium chicken that define WhataWings.
Donna Tuttle, Vice President of Marketing and Communications at Whataburger, expresses the excitement about the campaign, stating, “Our customers and superfans are clever. They deserve an ad campaign that gives a wink and a nod to their kitschy sense of humor. It was exciting to unleash the creativity of McGarrah Jessee and the Whataburger team.”
The campaign, directed by Laura Murphy and produced by Gravy Films and The Voorhes, kicks off with a captivating :30 TV spot featuring a fictional city council meeting. In this whimsical scenario, an animated resident passionately protests WhataWings from Whataburger, contending that “real wings have bones” and asserting that Whataburger’s famous sauces “do not turn WhataWings into real wings.” The spot is a playful jab at the boneless wing naysayers, injecting humor into the ongoing debate about what constitutes a true wing. While the campaign takes a light-hearted approach, it is a serious indulgence for customers who engage fervently in discussions about the authentic definition of a wing.
The integrated campaign is poised to make a splash across various channels, including TV, radio, outdoor, digital, social media, and even gaming platforms. As Whataburger introduces WhataWings to its ever-growing fan base, the campaign is set to capture attention and appetites, inviting individuals to embark on a saucy journey with these legendary, flavor-packed delights.
In conclusion, ‘WhataWings’ emerges as more than just a menu addition; it’s a playful exploration of culinary culture and a testament to Whataburger’s commitment to delivering unique and enticing offerings. As the campaign unfolds, it invites consumers to join the conversation, indulge in the boneless brilliance, and savor the unparalleled taste that sets WhataWings apart in the world of fast-food delights.
