Whataburger

When Whataburger brought its legendary brand to North Carolina, they didn't want to move into the area without bringing some local flavor to the table. That's when they reached out to The Variable to see how we could help connect their delicious burgers with the people and culture of our state to keep 'em coming back for seconds. We called the campaign "Whateveryouwantaburger", and it focused on the 36,000 different ways to build your Whataburger order told through eyes local legends and hyperlocal influencers.

Feauturing NC icons like Luke Kuechly, Roy Williams, Dell Curry and Eric Collins along with local creators/influencers like Emily Breeze and budding country star, Cooper Alan — the campaign was featured in outdoor, paid social, organic, and YouTube placements that created buzz in communities and drive-thrus across the state.