Whataburger, McGarrah Jessee Create a 'Beautiful Mess-terpiece'

Whataburger, together with its agency of record McGarrah Jessee (McJ), just launched a new campaign to bring back an old-time favorite. 

To celebrate the return of the Buffalo Ranch Chicken Strip Sandwich for a limited time, the fast-food chain and agency have unveiled "A Beautiful Mess-terpiece," their latest initiative reflecting the love fans have for the sandwich. 

Using the unique sounds of each ingredient present in the offering, McJ created a symphony that echoes across the vibrant hillside. 

"The Buffalo Ranch Chicken Strip ‘musical’ is a whimsical personification of each glorious ingredient that will bring both a smile to your face and immediate hunger to your belly," explained Whataburger VP of Marketing and Communication Donna Tuttle. 

Furthermore, Whataburger CMO Scott Hudler shares that due to the Buffalo Ranch Chicken Strip Sandwich's iconic following, the brand believed it deserved advertising that "paid homage to its unique flavor profile."

"I tip my Buffalo Ranch hat to the teams who made this happen," he added. 

Apart from the ad, the burger joint has also released a limited edition Buffalo Ranch Chicken Strip Sandwich Pillow, which is exactly what it sounds like. 

The Symphony of a Sandwich

Directed by Guy de la Palme, "A Beautiful Mess-terpiece" kicks off with the Buffalo Ranch Chicken Strip Sandwich sitting on top of a podium in the middle of a clear grassland. 

One by one, members of a choir sing its ingredients to create a symphony as harmonious as the flavors of the sandwich, yodeling chicken strips, ranch, buffalo, Monterey jack cheese, and buns. 

 

 

 

 

 

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The ad culminates with members of their choir welcoming the sandwich, as it rises with the sun.

Cam Miller, McGarrah Jessee's Creative Director, says that fans rejoice and celebrate every time the sandwich is released, so it "felt like the respectful thing to do to create a campaign that joins in that celebration. 

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