March 4, 2025

Kansas City, MO
– Whataburger and Kansas City Royals Shortstop Bobby Witt Jr. have collaborated on an innovative out-of-home advertising campaign that is capturing the attention and affection of Kansas City residents. The creative endeavor, dubbed the “Wittaburger” billboard, artfully merges the beloved Texas-based fast-food chain with the local athletic hero, who has his roots in Texas, thereby creating a connection that resonates with fans.

Wilkins Media
and
Hustle Sports Group
enlisted the creative team at
Up To Something
to develop and present the billboard concept to
Whataburger
. “Collaborating with a cherished brand like Whataburger and an all-star athlete like Bobby Witt Jr. was an extraordinary opportunity,” remarked Richard Molinaro, co-founder of Up To Something. “This project exemplifies seamless synergy—the brand, the player, the city—all coming together to create something truly special.”

The Wittaburger billboard creatively fuses Witt’s name with the fast-food brand, establishing an immediate connection with Royals fans while bolstering Whataburger’s expanding footprint in the region. “We absolutely love these boards! Bobby does, too!” expressed Donna Tuttle, VP of Marketing at Whataburger.

Witt Jr. just concluded a historic 2024 MLB season, marking his first All-Star Game appearance and earning accolades such as the Gold Glove, Silver Slugger, Heart & Hustle Award, First Team All-MLB, and AL MVP Runner-Up. This billboard initiative is part of a more extensive partnership with Whataburger that encompasses a television commercial, public appearances, and even a unique custom-built Wittaburger pop-up restaurant at his wedding in December.

Why It Works

The Wittaburger campaign exemplifies the effectiveness of localized out-of-home advertising—a strategy that not only promotes a brand but also integrates it into the local culture. Here are several reasons why this billboard stands out:

• Quick & Clever – With mere seconds to capture attention, “Wittaburger” makes an immediate and memorable impression.
• Hyper-Local Appeal – Specifically designed for Kansas City and Royals fans, the message resonates profoundly with its audience.
• Sports + Food = A Perfect Match – The fusion of two local passions—baseball and burgers—creates instant brand affinity.
• Authentic Brand Voice – The campaign reinforces Whataburger’s fun and fan-friendly personality through a local star with Texas roots.

Takeaways for Brands

“An effective restaurant billboard goes beyond sales—it ignites a connection,” noted Todd Turner, co-founder of Up To Something. “When a campaign resonates as part of a city and its community, that’s when you know you’ve achieved a significant impact.”

For brands aiming to distinguish themselves in billboard advertising, the essential strategy lies in local engagement, cleverness, and personalization. Utilizing wordplay, local heroes, or cultural references can significantly enhance brand engagement through strategic out-of-home creative.

About Whataburger

Whataburger
has been delivering fresh, made-to-order burgers accompanied by a touch of Southern hospitality since 1950. Recognized for its iconic orange-and-white striped roofs and a dedicated fan base, Whataburger continues to grow while remaining true to its heritage. With locations spread across the nation, the brand is committed to offering bold flavors and an unmistakable hometown feel.

About Up To Something

Up To Something
is a creative agency specializing in out-of-home advertising that captures attention, remains memorable, and fosters conversations. With a focus on compelling concepts and unexpected implementations, Up To Something aids brands in achieving growth through campaigns that build recognition. From clever wordplay to striking visuals, Up To Something transforms outdoor spaces into unforgettable brand experiences.