Whataburger’s New Campaign Shows Customer Perspective

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Texas-based Whataburger didn’t create a Facebook page until April. The brand’s devoted customers responded to the move immediately, with more than 200,000 followers “liking” the page within a month.

That loyalty provided the company with some confidence as it debuted a new marketing campaign this week for the first time in nine years, according to Rich Scheffler, group director of marketing.

The new, documentary-style campaign is a shift from Whataburger’s longstanding message, which featured a Texas-accented commentator wittingly talking up the brand’s signature menu items. Carry on reading.