Whataburger’s New Co-Branded Fishing Apparel Line Somehow Makes a Lot of Sense

Brendan Menapace

Whataburger isn’t just famous in Texas for its food. It’s also known to have some pretty killer branded merchandise. It’s so well-known for that, in fact, that people have posed as employees to get their hands on exclusive stuff.

The fast food chain’s newest branding venture is appealing to outdoor sports enthusiasts through a line of co-branded fishing apparel with Magellan Outdoors.

The products are heavy on Whataburger’s white-and-orange color scheme, and touch on both fishing and fast food, with messages like “Large Mouth. Big Burger,” or a picture of a fish jumping at a hook baited with french fries.

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“We had fun working with Academy on their Magellan Outdoors brand to design Whataburger apparel we know our fans will be hooked on,” said Rich Scheffler, senior vice president and chief marketing officer for Whataburger, according to KSAT. “We hope our Family Members and fans enjoy hitting the waterways sporting some of these brand-new items.”

To sweeten the deal, Whataburger customers who spend at least $20 will receive a free co-branded table tent. How’s that for bait?

The product line also includes all-over print products like a Hawaiian shirt and swim trunks. Others items, like a trucker hat, feature Texan imagery to celebrate Whataburger’s geographic exclusivity.

Heck, even the San Antonio Spurs got involved.

This is a good purpose-driven co-branding effort. It’s equal exposure for both brands, so they can appeal to each others’ core fanbases. It’s also more specific than just a line of Whataburger-branded apparel—by appealing to fishing and outdoor fans, you might get a new crop of customers who otherwise might not have purchased anything Whataburger branded or gone into the restaurant ready to spend $20.

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