Whataburger
A delicious return on inclusivity
The Background
Whataburger is a regional fast-food brand whose popularity among serious burger devotees is legendary. In 2009, the company tapped into FPO’s multicultural marketing expertise to create their first-ever Latino-focused campaign.
Our mission was to translate the brand’s core values into inclusive, in-culture messaging that would welcome Latinos into the Whataburger familia.
Over the course of our partnership, FPO has helped the Whataburger brand grow from $800 million in sales to over $3 billion. We could say more – like how it’s now the preferred brand among Latinos in major markets throughout the US – but it’s not polite to talk with your mouth full.
