Whataburger

McGarrah/Jessee • TV & Radio

I wrote this campaign with James Mikus and Bryan Jessee when McGarrah/Jessee pitched the Whataburger business. We won the account, and the campaign ran for more than ten years during a period of significant brand growth and helped establish Whataburger as a Texas treasure. During its run the chain expanded well beyond 700 restaurants and approached $1 billion in annual revenue.

It almost never made it to air because early drafts drew comparisons to the Errol Morris–shot Miller High Life campaign with its deep voiceover. Thankfully, cooler heads prevailed. It also resurrected the proper pronunciation of the brand name “What-A-Burger.”

“Just Like You Like It”

“Number 29”