‘Yawn’ Serves Whataburger Breakfast

DALLAS McGarrah/Jessee said it is breaking a commercial for Whataburger’s breakfast menu as part of a new marketing effort that will grow regionally.

The 30-second TV spot, “Yawn,” sets the theme that will continue with radio and point-of-purchase signs. Television and radio ads aired in targeted markets in Texas this week. Breakfast radio spots will roll out in select Arizona markets in June.

The 640-unit chain began serving breakfast in 1979. The menu that includes the breakfast taquito and Breakfast on a Bun is served from 11 p.m. to 11 a.m.

“This new campaign continues to build upon the solid reputation Whataburger has in the breakfast category,” said Britton Upham, director of account services at the Austin, Texas, agency. “In some areas, breakfast at Whataburger has almost a cult following—people line up for the taquitos at 11 p.m. sharp.”

McGarrah/Jessee, an independent shop, began working with Whataburger in 2003 and originated the “Just like you like it” tagline.

Harmon Dobson founded Whataburger in 1950. The privately held chain, based in Corpus Christi, Texas, now has restaurants in 10 states.