“Nice” Spin on Spice

Ever wonder if the spicy food craze has gone too far? From fiery hot sauce challenges to heat-seeking menus, the world seems obsessed with turning up the spice-o-meter. But Whataburger’s latest ad campaign is stepping in to save the day with a whole new perspective: spice that’s nice.

Introducing Whataburger’s all-new Bacon Blaze Jalapeño Double – a balanced take on heat that’s not about burning your taste buds, but rather bringing that perfect, craveable kick. The new TV spot, created in collaboration with Whataburger’s long-time agency of record McGarrah Jessee (McJ), puts a playful spin on the spectacle of extremely spicy food in culture.

As McJ's senior strategist, Meredith Makhoul, puts it, “Spicy food has gone from being enjoyable to being a spectacle. We saw an opportunity for Whataburger to be the voice of reason – with a deliciously fiery twist.”

Spice got nice. Now through December, guests can experience the perfect amount of heat (not too much, not too little) with the new Bacon Blaze Jalapeño Double, consisting of two all-beef patties layered in Whataburger's Creamy Jalapeño Ranch and Jalapeño Cream Cheese, topped with crispy, smoky bacon, aged cheddar, and jalapeño slices, all hugged by two toasty 5-inch buns. This limited-time legend has it all: Crunch? Yes. Kick? Yes, yes. It’s just the right amount of spice and all the bold flavors that’ll have you saying, “More, please.”

Hot Ones, Spicy Menus, a booming hot sauce market: Culture is in a Scoville arms race. And while Whataburger’s Bacon Blaze Jalapeño Double might sound incredibly spicy, it’s actually a delightfully balanced sandwich with just the right kick of heat.“We saw this as a classic Goldilocks story in the world of hot foods; where there’s too hot, not hot enough, and just the right amount of hot. Whataburger’s Bacon Blaze Jalapeño Double is just a liiiiitle hot.” says Michael Anderson, creative director at McJ.

New ad creative. To celebrate this flavorful LTO, McJ worked with director Ryan Ebner to create a :30 TV spot featuring a cast of firefighters who debate the correct hotness level for the Bacon Blaze Jalapeño Double. According to McJ creative director Michael Anderson, “The spicy food game has gotten a little out of hand. But this burger is a very specific, delectable level of heat. And who's more than qualified to describe such a precise level of heat? Firefighters, of course.”

Playful and engaged storytelling rooted in culture. This new campaign continues the brand’s playful approach to the cultural conversation that its customers are engaging in, as showcased in its recent WhataWings creative campaign and Bacon Steakhouse Double creative campaign. Both were created by McJ and born from cultural conversations: WhataWings from the bone-in vs. bone out debate, and the Steakhouse Double from the philosophical differences between our wants and needs. Both items were two of Whataburger’s top-selling LTOs of all time, and WhataWings continue to be on the menu due to strong demand, proving these LTOs are more than just menu items – they’re part of the cultural zeitgeist.

Giving back through heat. And about those firefighters. Guests who order the Bacon Blaze Jalapeño Double or their favorite Whataburger meal in-restaurant or at the drive-thru between Oct. 1 and 31 can do a little extra good through Whataburger’s Round-Up at the Register fundraiser for the Gary Sinise Foundation, which supports first responders, veterans, and the families of fallen heroes by providing grants for equipment and training to underserved and volunteer responder departments across the U.S. This fundraiser is particularly special because the Bacon Blaze Jalapeño Double commercial was filmed at a real fire station in New Braunfels, Texas. Guests can contribute by rounding up their orders to the nearest dollar at participating locations.