Wittaburger: A Clever Mashup Making Kansas City Crave More
Up To Something cooked up a sizzling idea for Whataburger’s latest out-of-home campaign in Kansas City. A simple name mashup that packs a punch, turning Royals fans’ heads and creating even more love for the brand among KC locals.
Crafting a Billboard That Kansas City Would Eat Up
Wilkins Media and Hustle Sports Group tapped us at Up To Something to help Whataburger make the most of their partnership with Kansas City Royals shortstop Bobby Witt Jr.
The goal? Create an out-of-home campaign that felt tailor-made for Royals fans.
We started where we always do—digging into what makes the connection between the brand and the audience special. The name 'Witt' was too good to pass up. Pairing it with Whataburger was a natural fit, and just like that, Wittaburger was born. It was quick, catchy, and made Royals fans feel like Whataburger was part of their hometown pride. Once we had the name, the rest was about making sure the design was bold, simple, and impossible to miss.
Hitting the Sweet Spot with Localized OOH
Kansas City Royals billboards have a history of capturing attention, sparking local pride, and even going viral. The Wittaburger billboard campaign is no exception. With strategic placement with OUTFRONT Media, it taps into the city’s love for baseball and its passion for Whataburger, making it feel like a natural part of the conversation.
Royals fans instantly recognized Witt’s name, and the clever play on words made the brand feel like a true part of the local sports scene. That’s the magic of localized billboard creative—it doesn’t just advertise; it belongs to the city.
Why This Billboard Knocks It Out of the Park
Donna Tuttle, VP of Marketing at Whataburger, summed it up best: "Love your creative ideas! Love those boards! Bobby does, too!"
Quick & Clever – Billboards have seconds to make an impact. “Wittaburger” is fast, fun, and unforgettable.
Hyper-Local Hook – This ad isn’t for everyone—it’s for Kansas City and Royals fans, which makes it way more powerful.
Brand Personality Shines – Whataburger comes off as playful, in-the-know, and totally connected to its fans.
What Brands Can Take Away
Up To Something and Whataburger didn’t just put up a sign—they created a moment that Royals fans could rally around, a campaign that makes the brand feel bigger than just another restaurant. A great restaurant billboard isn’t just about promotions or directions—it’s about building fame. The best out-of-home campaigns don’t just sell a product; they cement a brand’s place in the city—and in consumers' minds.
For restaurant brands looking to stand out, one effective approach is to get local, get clever, and make it personal. Whether it’s wordplay, cultural nods, or hometown heroes, the key to OOH success is creating something that people don’t just notice but remember and talk about. Fame is built on un-f#cking-forgettable ads. There’s no single formula for success in out-of-home, but when an ad speaks directly to its audience, it has a much better chance of making a lasting impact.
Are your billboards crushing it? If not, get in touch. We’re no rookies when it comes to creative billboard design. We’re perennial Silver Sluggers.
