WhataWings

Whataburger, the rapidly growing, fast-food icon, celebrated for its legendary burgers, announces its foray into the world of chicken wings with the debut of All-New Boneless WhataWings, an enticing creation set to make the New Year a whole lot saucier. Each order of WhataWings comes with nine 100% white-meat chicken tender bites tossed in one of Whataburger’s signature sauces, including Honey Butter, Buffalo, Honey BBQ, and Sweet & Spicy.

In collaboration with agency of record, McGarrah Jessee, Whataburger is debuting WhataWings via a tongue-in-cheek campaign that dives into the current wing culture debate: Is it truly a chicken wing without the bone? Inspired by lively discussions on Reddit, the WhataWings campaign is a lighthearted exploration of wing culture. By addressing boneless skeptics directly, it aims to diffuse the debate, shifting the narrative to what really matters – delectable flavor, bold sauces, and premium chicken.

“Our customers and superfans are clever. They deserve an ad campaign that gives a wink and a nod to their kitschy sense of humor,” said Whataburger Vice President of Marketing and Communications, Donna Tuttle. “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, debuts with a :30 TV spot featuring a fictional city council meeting, where an aggrieved resident protests WhataWings from Whataburger because “real wings have bones,” and Whataburger’s famous sauces “do not turn WhataWings into real wings.” It’s a joke aimed at boneless wing naysayers, but it’s not a joke for customers who fervently debate the true definition of a wing. The integrated campaign will run across TV, radio, outdoor, digital, social, and gaming.