Post Date: 8/22/2014
Publication: The Austin Egotist
Whataburger is a Texas-based fast food icon, with a fan base that now stretches across 13 states. It’s not just their hamburgers that have achieved cult status. Even their condiments have loyal followers – WB’s “Fancy Ketchup” has its own Facebook Fan Page.
Capitalizing on that popularity, last year Whataburger moved from their beloved orange and white locations into grocery stores by offering that ketchup, along with its very popular spicy brother and yellow mustard in the condiment aisle.
Actually, the familiar orange and white stripes remained, thanks to package design from longtime branding partner McGarrah Jessee.
The first three offerings were a huge hit, and now Whataburger is following up with a retail line of their “signature sauces,” including peppercorn ranch, creamy pepper sauce (made famous on the chain's patty melt), jalapeno ranch, honey mustard and Whataburger’s “original mayo,” which has 50 percent less fat and 40 percent fewer calories than traditional mayo.
The new package design is also the work of McGarrah Jessee, which has worked with Whataburger since 2003. McJ handles traditional advertising, design work – from tray liners to uniforms – and even art directed a recent coffee table book on the restaurant’s history. Just last year, McJ was also awarded media planning and buying duties on the account.
Whataburger, founded in 1950 and based in San Antonio, now has more than 700 locations. Look for the new sauces and their distinctive look on store shelves this month.