Whataburger - WhataWings
Utilizing over-the-top humor, the campaign portrays a mock-serious debate on social media, reflecting the lively discussions among food lovers about the essence of wings.
The campaign aims to settle the debate on whether a chicken wing without a bone can truly be called a "wing." It uses comedic elements to engage audiences and create buzz around the new product.
The primary target audience includes young adults and families who enjoy fast food and are active on social media platforms, where food debates and humor thrive.
TARGET AUDIENCE
About the
Campaign -
Utilizing over-the-top humor, the campaign portrays a mock-serious debate on social media, reflecting the lively discussions among food lovers about the essence of wings.
Core Theme of the Campaign -
a. Whataburger launches WhataWings as a new menu item for 2024.
b. The product features boneless chicken bites, available in multiple flavors.
c. The campaign's humorously challenges traditional notions of what constitutes a "wing."
d. It taps into current trends of food discussions on social media.
e. The campaign aims to attract both loyal customers and new fans through its engaging content.
f. Designed to be relatable, it plays on real debates that food enthusiasts have.
g. The overall tone is light-hearted, creating a fun atmosphere around trying the new product.
h. It positions Whataburger as a brand that not only serves great food but also understands its audience's humor and preferences.