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.