Whataburger, the beloved Texas-based fast food chain, has been serving up delicious burgers since 1950. Over the decades, the company’s television commercials have become an integral part of its identity and marketing strategy. These
1) ‘Just Like You Like It’ Campaign
Whataburger’s iconic ‘Just Like You Like It’ campaign launched in 2001, marking a significant shift in the company’s advertising strategy. This slogan encapsulated Whataburger’s commitment to customization and customer satisfaction.
The campaign featured a series of commercials highlighting the chain’s made-to-order approach. These ads showcased various customers requesting specific modifications to their burgers, emphasizing Whataburger’s flexibility.
One memorable commercial depicted a diverse group of patrons confidently placing their unique orders at the counter. The ad reinforced the idea that Whataburger could accommodate any preference.
Another spot focused on the kitchen staff expertly assembling custom burgers, demonstrating the care and attention given to each order. This behind-the-scenes look emphasized the freshness and quality of Whataburger’s products.
The campaign’s success led Whataburger to maintain the slogan for over two decades. It effectively communicated the brand’s core values of personalization and customer-centric service.
These commercials played a crucial role in establishing Whataburger’s identity as a fast-food chain that prioritizes individual tastes. The ‘Just Like You Like It’ campaign remains a defining moment in Whataburger’s advertising history.
2) Late-Night Drive-Thru Jingle
Whataburger’s late-night drive-thru jingle became an iconic part of their advertising campaign. The catchy tune played a crucial role in attracting hungry customers during the wee hours.
The jingle’s upbeat melody and simple lyrics perfectly captured the essence of late-night cravings. It reminded viewers that Whataburger was open 24/7, ready to satisfy their hunger at any time.
The commercial featured scenes of customers pulling up to the drive-thru window, eagerly ordering their favorite burgers. The jingle’s rhythm matched the energy of nighttime adventures and post-party snack runs.
Whataburger’s marketing team cleverly used the late-night angle to differentiate themselves from competitors. The jingle emphasized the convenience of having a reliable food option when most other restaurants were closed.
This memorable advertisement helped cement Whataburger’s reputation as a go-to spot for night owls and shift workers. The catchy tune stayed with viewers long after the commercial ended, making it a standout in the company’s advertising history.
3) Whataburger Patty Melt Spotlight
The Whataburger Patty Melt commercial showcased the beloved sandwich in all its glory. It highlighted the key components that make this menu item a fan favorite.
Grilled onions took center stage, sizzling on the grill to caramelized perfection. The Texas toast, a signature element, received special attention for its crispy golden exterior.
The commercial emphasized the sauce, a crucial ingredient that ties the flavors together. Patrons and employees alike praised these elements, demonstrating the widespread appeal of the Patty Melt.
The ad effectively captured the essence of the sandwich, presenting it as more than just food – it was “eating happiness.” This tagline resonated with viewers, associating positive emotions with the Patty Melt experience.
By featuring real people discussing their favorite aspects of the sandwich, the commercial created a relatable and authentic feel. It reinforced Whataburger’s commitment to serving food “just like you like it.”
4) Whatachick’n Bites Rollout
Whataburger introduced Whatachick’n Bites as a new menu item in select markets. These bite-sized chicken pieces aimed to provide customers with a convenient and tasty option.
Made from 100% all-white meat chicken breast, Whatachick’n Bites are lightly breaded and fried until golden and crispy. The result is a juicy and tender interior with a satisfying crunch on the outside.
Whataburger offered Whatachick’n Bites in 6- and 9-piece servings. The suggested prices were $4.89 for the 6-piece and $6.59 for the 9-piece option.
To enhance the eating experience, Whataburger provided a variety of dipping sauces. Customers could choose from Honey BBQ, Creamy Pepper, Ranch, Fat-Free Ranch, Honey Mustard, or Cream Gravy.
The introduction of Whatachick’n Bites showcased Whataburger’s effort to diversify its menu and cater to different customer preferences. This new item joined the existing chicken offerings, including the Grilled Chicken Melt and Chicken Fajita Taco.
5) ‘Bigger Better’ Anthem
The ‘Bigger Better’ anthem became a defining commercial for Whataburger in the 1980s. This catchy jingle emphasized the restaurant’s commitment to larger, higher-quality burgers.
The commercial featured country music star Mel Tillis, adding star power to the advertisement. Tillis’s distinctive voice and charm helped make the anthem memorable for viewers.
The lyrics “Whataburger, what a burger, just what a burger should be” reinforced the brand’s name and quality promise. The phrase “The unbeatable, unbelievable, bigger better burger” became a key slogan for the company.
This anthem commercial aired frequently, helping to cement Whataburger’s place in popular culture. It effectively communicated the brand’s main selling point – larger burgers – in a catchy, easy-to-remember format.
The ‘Bigger Better’ anthem remains a nostalgic touchstone for many Whataburger fans. It represents a successful marketing campaign that boosted brand recognition and emphasized Whataburger’s unique selling proposition.
6) Breakfast on a Bun Ad
Whataburger’s Breakfast on a Bun (BOB) commercial showcased the popular menu item in a memorable way. The ad featured close-up shots of the sandwich being prepared, highlighting its fresh ingredients and mouthwatering appearance.
A catchy jingle accompanied the visuals, emphasizing the convenience and deliciousness of the BOB. The commercial aired during early morning time slots to target breakfast-seeking customers.
In 2024, Whataburger took a creative approach to promote the BOB. They launched a campaign offering a free sandwich with coffee purchase on October 10th. The promotion was initially aimed at customers named Bob, Bobby, or Bobbert.
However, Whataburger expanded the offer to include anyone willing to go by “Bob” for the day. This clever marketing tactic generated buzz on social media platforms like Instagram and TikTok.
The campaign’s success demonstrated Whataburger’s ability to engage customers with humor and innovative promotions. It reinforced the BOB’s status as a beloved menu item and showcased the brand’s playful marketing strategy.
7) WhataCatch Sandwich Promotion
Whataburger’s WhataCatch Sandwich commercial showcased the popular limited-time menu item. The ad highlighted the sandwich’s key components: a wild-caught Alaskan pollock filet coated in seasoned panko breadcrumbs.
The commercial emphasized the sandwich’s fresh toppings, including crisp lettuce and juicy tomato slices. It also featured the tangy tartar sauce that added flavor to each bite.
Whataburger typically promotes the WhataCatch Sandwich during the Lenten season, from mid-February to early April. The commercial aimed to appeal to customers seeking fish options during this time.
The ad likely showcased the sandwich’s visual appeal, focusing on the golden-brown breaded filet and vibrant vegetables. It may have included close-up shots of the assembled sandwich to entice viewers.
Whataburger’s commercial probably mentioned the option to customize the sandwich with additional toppings like Creamy Pepper sauce or American cheese. This highlighted the brand’s commitment to offering personalized menu items.
8) Spicy Ketchup Craze Commercial
Whataburger’s Spicy Ketchup Craze commercial tapped into the growing popularity of their signature condiment. The ad showcased customers’ enthusiastic reactions to the zesty sauce, highlighting its cult following.
The commercial featured people from all walks of life enjoying Whataburger’s Spicy Ketchup with various menu items. It emphasized the versatility of the condiment, showing it paired with burgers, fries, and chicken.
Whataburger cleverly positioned their Spicy Ketchup as a unique offering that set them apart from competitors. The ad emphasized the balance between heat and sweetness, demonstrating how it enhanced rather than overpowered food flavors.
The commercial also highlighted the availability of bottled Spicy Ketchup in grocery stores. This expansion beyond restaurant walls further cemented the product’s popularity and accessibility to fans.
By focusing on their distinctive condiment, Whataburger successfully differentiated themselves in the fast-food market. The Spicy Ketchup Craze commercial effectively capitalized on customer loyalty and brand recognition.
9) Green Chile Double Introduction
Whataburger’s Green Chile Double commercial marked a spicy addition to their menu lineup. The burger featured two all-beef patties topped with roasted Hatch green chiles, delivering a Southwestern kick to the classic double cheeseburger.
The commercial showcased the vibrant green chiles and melty cheese, emphasizing the burger’s bold flavors. It highlighted the use of authentic Hatch chiles, known for their unique taste and heat level.
Whataburger’s marketing team positioned the Green Chile Double as a limited-time offering, creating a sense of urgency among customers. The ad campaign targeted spice enthusiasts and burger lovers alike, promising a flavorful twist on a familiar favorite.
The commercial’s visuals focused on close-ups of the sizzling patties and the bright green chiles, appealing to viewers’ senses. It also featured satisfied customers enjoying the new menu item, reinforcing its popularity.
This introduction of the Green Chile Double demonstrated Whataburger’s commitment to regional flavors and menu innovation. The commercial helped establish the burger as a fan favorite, leading to its recurring appearances on the menu.
10) ‘Why We Build’ Emotional Spot
Whataburger’s ‘Why We Build’ commercial struck an emotional chord with viewers. The spot showcased the company’s commitment to quality and community through powerful imagery and storytelling.
The ad featured Whataburger employees working diligently to prepare meals. It highlighted the care and attention given to each burger, from grilling the patties to adding fresh toppings.
Interspersed with food preparation scenes were shots of families and friends enjoying meals together. This juxtaposition reinforced Whataburger’s role in bringing people together over delicious food.
A voiceover narrated the company’s philosophy, emphasizing their dedication to serving customers and supporting local communities. The commercial’s tone was warm and sincere, fostering a connection with viewers.
The ‘Why We Build’ spot effectively communicated Whataburger’s values beyond just selling food. It positioned the brand as an integral part of people’s lives and communities, resonating with loyal customers and attracting new ones.
11) Avocado Bacon Burger Launch
Whataburger’s Avocado Bacon Burger commercial marked a significant moment in the company’s marketing history. The ad showcased the new menu item with appetizing visuals and clever storytelling.
The commercial featured close-up shots of the burger’s key ingredients: creamy avocado, crispy bacon, and a juicy beef patty. These images were interspersed with scenes of satisfied customers enjoying the new offering.
A catchy jingle accompanied the visuals, emphasizing the burger’s unique combination of flavors. The ad’s tagline, “Avocado meets bacon, deliciousness ensues,” quickly became popular among Whataburger fans.
The commercial also highlighted the burger’s nutritional balance, appealing to health-conscious consumers. It mentioned the protein content and the use of fresh ingredients, positioning the Avocado Bacon Burger as a wholesome choice.
This ad campaign successfully introduced the new menu item and contributed to its popularity. The Avocado Bacon Burger, initially a limited-time offer, was later added to the permanent menu due to customer demand.
12) ‘Born for this Moment’ Montage
Whataburger’s ‘Born for this Moment’ commercial campaign showcases the brand’s connection to meaningful life events. The montage features various scenarios where Whataburger plays a role in people’s lives.
One scene depicts a couple sharing a meal after their wedding, still dressed in formal attire. Another shows friends celebrating a sports victory with Whataburger as their post-game meal.
The commercial also includes a touching moment of a father and daughter enjoying burgers together, highlighting family bonding. A group of coworkers is seen having a late-night work session fueled by Whataburger’s offerings.
The ad emphasizes how Whataburger is present during both everyday moments and special occasions. It portrays the restaurant as more than just a fast-food chain, but as a part of customers’ life stories.
The montage is set to uplifting music that complements the emotional tone of the scenes. The tagline “Born for this Moment” reinforces Whataburger’s role in creating and enhancing memorable experiences for its patrons.
Cultural Impact of Whataburger Commercials
Whataburger’s commercials have left an indelible mark on Texas culture and created a devoted fan base. These ads tapped into regional pride and humor while showcasing the brand’s signature products.
Influence on Texas Pop Culture
Whataburger commercials became iconic representations of Texas identity. The ads often featured recognizable Texas accents, local celebrities, and regional cultural touchstones. This approach resonated deeply with Texans and reinforced Whataburger’s status as a beloved state institution.
The company’s marketing strategy skillfully blended humor with Texas pride. Many commercials playfully highlighted the state’s unique characteristics and customs. This tactic endeared the brand to locals while also educating outsiders about Texas culture.
Some ads gained cult status, with catchphrases entering the local lexicon. Memorable slogans and jingles became part of everyday conversations, further cementing Whataburger’s place in Texas pop culture.
Creating Brand Loyalty
Whataburger’s commercials played a crucial role in fostering strong brand loyalty. The ads consistently emphasized quality, customization, and the chain’s Texas roots. This messaging strategy reinforced the perception of Whataburger as a superior, locally-focused alternative to national fast-food chains.
The company’s marketing efforts often highlighted long-time employees and loyal customers. These personal stories created an emotional connection with viewers, portraying Whataburger as more than just a restaurant, but a cherished part of the community.
Seasonal promotions and limited-time offers featured in commercials generated excitement and urgency. This approach encouraged repeat visits and helped maintain customer engagement throughout the year.
Evolution of Advertising Techniques
Advertising techniques have undergone significant changes over the decades, adapting to new technologies and consumer preferences. These shifts have reshaped how brands connect with their audiences and deliver messages.
Transition from Print to Television
Print ads dominated the early 20th century, relying on eye-catching visuals and persuasive copy. Newspapers and magazines were the primary channels for reaching consumers. The rise of radio in the 1920s introduced audio advertising, allowing brands to use jingles and voice actors.
Television’s emergence in the 1950s revolutionized advertising. Brands could now combine visuals, audio, and motion to create compelling commercials. This shift allowed for more dynamic storytelling and product demonstrations.
TV commercials became a cultural phenomenon, with memorable campaigns leaving lasting impressions on viewers. The medium’s reach and impact made it the cornerstone of many advertising strategies for decades.
Use of Humor and Relatability
As advertising evolved, brands recognized the power of emotional connections. Humor became a popular tool to engage audiences and make messages more memorable. Funny commercials often went viral before the term existed, creating buzz and brand recognition.
Relatable scenarios and characters helped consumers see themselves in the ads. This approach made products feel more accessible and relevant to everyday life. Brands started focusing on lifestyle benefits rather than just product features.
Whataburger embraced these techniques in their commercials, often featuring humorous situations or relatable Texan characters. This strategy helped reinforce their image as a local favorite and created a strong emotional bond with customers.