Whataburger is partnering with Grammy-award-winning country music star Lainey Wilson, who will serve as the brand’s new ambassador.
Wilson, known for her album “Bell Bottom Country” and her casual, southern rock-influences and fashion, was a fit for the brand due to her “unmistakable style and authentic charm.”
"Lainey Wilson embodies all that we love about our brand. She is genuine, daring and dedicated to delivering unforgettable experiences to fans," said Debbie Stroud, Whataburger president and CEO, in the announcement. "Our partnership with Lainey Wilson unites two brands committed to serving up goodness 24/7 with a side of Texas hospitality.”
The brand is launching the collaboration with the promotion of its chicken menu, in particular the breakfast Honey Butter Chicken Biscuit. Customers can receive a free Honey Butter Chicken Biscuit at participating Whataburger locations on Jan. 28 from 6 A.M. to 11 A.M. The offer is valid for in-restaurant and drive-thru orders only.
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The “years-long” collaboration will feature Wilson in a yet-to-be released ad campaign, as well as in new online content. Wilson will also promote additional “special offers and surprises,” as well as make in real life appearances, promoted via the brand’s social media channels. A launch video featuring Wilson and the Honey Butter Chicken Biscuit appears on Whataburger’s Instagram platform.
The partnership with Wilson comes just the burger brand celebrates its 75th anniversary. The San Antonio-based Whataburger operates more than 1,080 stores in 16 states, and offers branded merchandise via its WhataStore.com site.