• by Teresa Buyikian , January 5, 2024

Forget the chicken and the egg—Is a chicken wing truly a chicken wing without the bone?

That’s the question Whataburger proposes in its new campaign for the QSR’s launch of Boneless WhataWings. Jumping on the increasing popularity of chicken “wings,” Whataburger’s new offering features nine white-meat chicken tender bites tossed in signature Whataburger sauces, including Honey Butter, Buffalo, Honey BBQ and Sweet & Spicy.

The highlight of the new advertising effort is a :30 spot comedically debating the authenticity of boneless wings, created by Austin’s McGarrah Jessee. The ad takes place at a fictional city council meeting, where an aggravated resident protests the new WhataWings because “real wings have bones,” and Whataburger’s famous sauces “do not turn WhataWings into real wings.” The annoyed council members begrudgingly listen, while one chows down on an actual WhataWing.

“Our customers and superfans are clever. They deserve an ad campaign that gives a wink and a nod to their kitschy sense of humor,” said Whataburger Vice President of Marketing and Communications Donna Tuttle in a release.

Additional campaign executions include a “Boneless Bone” utensil, which allows customers to hold and eat their wings like corn on cob, paired with a wet wipe. Videos for social with user generated content, a branded “saucy sweatsuit” apparel and a teaser spot featuring a truckload of Whataburger napkins were also created for the effort.

The integrated campaign will run across TV, radio, outdoor, digital, social and gaming.

WhataWings will be available at all Whataburger locations starting Jan. 2 for a limited time.

Founded in 1950 and headquartered in San Antonio, Texas, Whataburger now operates close to 1,000 restaurants in 14 states across the U.S.