• by Teresa Buyikian , October 11, 2024

There’s no question that in QSRs, spicy flavors are, well… hot. With chili crisp and fiery peppers on everything from burgers to tacos and beyond on menus nationwide, if you’re not a fan of having your mouth on fire, you’ve been left out.

Until now. Whataburger recently introduced the “spice that’s nice” Bacon Blaze Jalapeño Double, consisting of two beef patties in Whataburger's Creamy Jalapeño Ranch and Jalapeño Cream Cheese, topped with bacon, cheddar and jalapeño slices. The brand touts the new less-fiery burger, available through December, as “a balanced take on heat that’s not about burning your taste buds, but rather bringing that perfect, craveable kick.”

“Spice enthusiasts know it’s not just about the burn; it’s all about achieving that perfect balance of flavor and heat,” Scott Hudler, senior vice president and CMO at Whataburger, told Marketing Daily via email. “This isn’t our first rodeo in the world of spice. The Bacon Blaze Jalapeño Double strikes that ideal harmony, combining the heat from sliced jalapeños and our Creamy Jalapeño Ranch with the cooling touch of cream cheese.”

The brand launched a new TV effort, created by McGarrah Jessee, to support the burger’s release, playing on the “spice that’s nice” theme. The :30 spot, seen here, takes place in a firehouse where a group of firemen (who obviously know heat) discuss the correct hotness level for the new burger. As the lead holds the burger and slowly slides unhurriedly down the firemen’s pole, they determine the heat level to equate to a 2.5 alarm fire.

The campaign shoot also incentivized Whataburger to add a charity element to the effort. Customers can round up their change on orders in-restaurant or at the drive-thru between Oct. 1 and 31 for the Gary Sinise Foundation, which supports first responders, veterans, and the families of fallen heroes.

“Together with our advertising agency, we crafted a story that brought us to film at a real firehouse in New Braunfels, Texas,” Hudler told Marketing Daily. “The firefighters were incredibly kind and welcoming, creating a wonderful opportunity for Whataburger to team up with the Gary Sinise Foundation.”

The national campaign runs across broadcast TV, connected TV and digital video platforms through the end of the year. Additional elements of the effort include social, radio, in-store, digital outdoor and rich media.