Whataburger invites guests to an exclusive steakhouse experience... no reservation required

This April, all Whataburger restaurants are lifting the silver platter to reveal their newest burger: the Bacon Steakhouse Double. Fans will find themselves biting into the creamy, crispy, crunchy goodness and reaching for a proper cloth napkin before going in for another bite.

To debut this new LTO to customers everywhere, Whataburger is launching a new creative ad campaign, developed in collaboration with agency of record, McGarrah Jessee (McJ). Directed by Laura Murphy, the :30 TV spot follows a steakhouse waiter who pontificates on the difference between a want and a need. Do you need the Bacon Steakhouse Double, or do you want it? He wheels the new upscale burger on a silver platter straight from the halls of a classic steakhouse to a diner at a local Whataburger restaurant, pointing out that it doesn’t matter; as long as it’s delicious, who cares? The spot closes with the musical tagline, “Just like you want it and need it,” a riff on Whataburger’s classic brand tagline “Just like you like it.”

This new campaign continues the brand’s playful approach to the cultural conversation its customers are engaging in, as showcased in its recent WhataWings creative campaign created by McJ. The successful campaign was a lighthearted exploration of wing culture and the lively debate about the definition of a chicken wing. Due to overwhelming demand, WhataWings will stay on the Whataburger menu for an extended period, through the end of 2024.

WhatABurger – Wants or Needs

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Agency McGarrah Jessee/Austin
Production Company Gravy Films
Director Laura Murphy

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Credits

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Agency McGarrah Jessee/Austin
Production Company Gravy Films
Director Laura Murphy
Post Production NOMAD Editing Company/Austin
Colorist Roslyn Di Sisto
Sound Design Pony Sound
Chief Creative Officer Tim Roan
Creative Director Michael Anderson

Creative Director Cam Miller
Senior Art Director Ben Estus
Editor Nick Harral
Executive Producer Abby Hinojosa
Producer Sean Phung
HP Laura Busino
Executive Producer Brent Stoller
Food Director Irv Blitz

DP Zachary Galler
Post Producer Meredith Roach
Post Producer Marlee Cutbirth
Editor Jim Ulbrich
VFX Supervisor David Hannah

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“The Bacon Steakhouse Double is more than a new menu item. It’s an experience,” Whataburger Chief Marketing Officer Scott Hudler says. “Our one-of-a-kind burger is inspired by the flavors of an upscale steakhouse. It's made from premium ingredients and crafted with legendary Whataburger quality. It’s available for a limited time, so treat yourself while you can.”

“The fusion of our in-house team’s intimate understanding of our brand with McJ’s creative firepower allowed us to create another spot that is playful, while still focusing on a premium product,” said Donna Tuttle, Vice President of Marketing and Communications, Whataburger. “Our fans are clever, and the teams work hard to honoUr that through creative marketing.”

"Whataburger has always been a brand with a playful confidence, embracing its unique position within the cultural zeitgeist of burger fandom. Their new Bacon Steakhouse Double gave us the opportunity to tap into the question at the heart of advertising: do you need the thing we are advertising? Or do you simply want it? And does this whole wants vs. needs conundrum even matter when it comes to a delicious, special-occasion burger like the Bacon Steakhouse Double? This spot also allowed us to create the atmosphere of an authentic old-school steakhouse complete with the head waiter who knows a thing or two about what makes a great steakhouse burger, and maybe more importantly, knows a thing or two about our needs and wants," said Michael Anderson, Creative Director, McGarrah Jessee.