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DALLAS McGarrah/Jessee’s new $10 million image campaign promotes Whataburger as a company of “craftsmen” who serve made-to-order burgers, a message the client said had not been highlighted enough in past promotional spots.
The independent Austin, Texas-based shop’s effort is the first image work for the hamburger chain in three years.
The two 30-second TV spots have a calming tone with copy spoken by a grandfatherly voice. The strategy is a departure from past work from Square One in Dallas that featured a humorous character, “Frank the Fanatic,” who brings new Whataburger products to basketball players, college students and other groups of people.
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