In February 2015, Whataburger celebrated the 30th anniversary of its Fancy Ketchup tubs. While the Whataburger faithful are passionate about Fancy Ketchup (there is a dedicated Facebook page for it with just under 20,000 fans), we knew it would take something special to get them excited about the anniversary of the introduction of the tub.
Rather than making the day about the ketchup, we instead chose to concentrate on the fans by offering a truly unique opportunity to have their portrait painted in Whataburger Fancy Ketchup by a local artist. We called the event #FancySKETCHUP. Before the event even happened, we had our artist make sketches of targeted media influencers so that our story pitch would be accompanied with an added treat.
On February 13, we put the call out to fans on Whataburger’s social channels that they could have the opportunity to have their portrait chosen to be immortalized in Whataburger Fancy Ketchup by tweeting @Whataburger and using the hashtag #FancySKETCHUP. If chosen, the fan would receive a timelapse of their sketchup being drawn and a digital image of the final product.
Client : Whataburger
Skills : Social Media