Whataburger Says You 'Need' Its New Bacon Steakhouse Double

Popular restaurant chain Whataburger is promoting its latest offering with a campaign that turns your "wants" into "needs."

Made together with creative agency McGarrah Jessee, the new 30-second spot celebrates Whataburger's all-new Bacon Steakhouse Double. 

 

 

 

 

 

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"Wants and Needs" kicks off with a waiter asking the question, "Whataburger's Bacon Steakhouse Double: Do you need it, or do you want it?"

As he pushes a food cart carrying the new sandwich across the hallways of a classic steakhouse, he runs down its premium ingredients: creamy steak sauce, crispy fried onions, aged cheddar, and crunchy bacon. 

The waiter then lays out the differences between a want and a need almost like a tongue twister:

"What even is a want, if we want the want so badly that the want becomes a need? How should I know."

The advert concludes by riffing off the brand's original tagline, changing "Just like you like it" to "Just like you want it and need it."

Turn around briiiight eyes… pic.twitter.com/7YumJMLsu4

— Whataburger® (@Whataburger) April 8, 2024

Whataburger's Bacon Steakhouse Double also took center stage in the brand's social media activation during the solar eclipse.

How Do You Advertise Whataburger?

Whataburger's new campaign takes a comedic and light-hearted approach similar to its recent marketing initiatives. 

McGarrah Jessee Creative Director Michael Anderson explains the unique position of Whataburger within the burger fandom, believing that it has always been a brand with playful confidence. 

"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?" Anderson asked.

"And does this whole wants vs. needs conundrum even matter when it comes to a delicious, special-occasion burger like the Bacon Steakhouse Double?"

Anderson also sheds light on some of the creative decisions made behind the commercial, and why it chose to portray the poshness of classic steakhouses.

"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," he concluded.

Editing by Katherine 'Makkie' Maclang