Whataburger, celebrated for its legendary burgers, decided to wade into the world of chicken wings with the debut of the all-new boneless WhataWings, an enticing creation set to make the new year a whole lot saucier. In tackling the boneless wings conundrum, we embraced the absurdity with gusto and a healthy dose of self-awareness, by inviting folks to indulge in ​a​ delicious debate: is it truly a chicken wing without the bone? This campaign was a playful introduction of Whataburger to a wider audience and showcased the brand's personality via a tongue-in-cheek campaign inspired by lively discussions on Reddit. By addressing boneless skeptics directly, it diffused the debate, shifting the narrative to what really mattered– delectable flavor, bold sauces, and premium chicken.

Regardless of which side you're on, WhataWings are delicious.

The integrated campaign ran across TV, radio, outdoor, digital, social, and gaming and even included playful social videos featuring user-generated content to highlight WhataWing sauces, branded “saucy sweatsuit” apparel and a teaser video featuring a truckload of Whataburger napkins.

The WhataWings LTO launch was the most successful in Whataburger’s 74-year history, prompting Whataburger to make WhataWings a permanent menu item.