WHATABURGER: WHATAWINGS
LTO Product Launch
This is about seeing an opportunity and taking full advantage of it.
In this world, nothing is certain except death, taxes and Whataburger LTOs. These quarterly innovations help create a new conversation with fans. Except this time, we didn’t have to create a conversation; we joined a massive one already taking place.
Cultural Context: Few topics are as hotly debated as the boneless chicken wing. Is it a wing? Is it an adult nugget? Just look around the internet or even on the news — everyone’s got an opinion, and they all love to share it. The boneless backlash is a real thing, so this became an exercise of getting out ahead of the critics to keep attention on what matters.
The Truth: Bones are irrelevant when you’ve got good chicken and great sauce.
Strategic POV: Deliciousness isn’t up for debate.
The Boneless Bone
For the haters who insisted a wing needs a bone, the Boneless Bone instantly transformed a boneless wing to be bone-in.
Teaser
Impact/Results
Whatawings was the most successful LTO in Whataburger’s 74-year history — prompting it to become a permanent menu item.
Senior Strategist: Colleen Hiegel
Creatives: Michael Anderson / Cam Miller / Ben Estus / Anna Crane
Back to Work
aj.hickcox@gmail.com