Context: Whataburger wanted to increase consumer awareness that their beloved Spicy and Fancy ketchup products were now available for purchase in retail stores nationwide, moving beyond restaurant-only availability.

Challenge: The Giant Noise Team was tasked with developing and executing an influencer marketing campaign that would not only showcase product availability and store locations but also inspire creative usage of Whataburger sauces outside of traditional restaurant settings.

Approach: For the Whataburger CPG team, I strategically curated a diverse roster of 12 creators from across the United States, with concentrated focus on Texas and Florida markets where Whataburger has the strongest brand presence. I personally sourced each creator based on audience alignment and content style, then negotiated competitive rates and managed all contract execution. I designed comprehensive creative briefs that encouraged creators to demonstrate innovative ways to use the ketchup products at home, ensuring content felt authentic while meeting brand objectives. Throughout production, I reviewed and approved all content submissions to maintain quality standards and brand consistency before publication.

Outcome: 34 total posts generated 13.8 million views, 225,000 engagements, and $1.7 million in earned media value (EMV). The campaign successfully educated consumers on retail availability while inspiring new usage occasions beyond the restaurant, ultimately driving both awareness and purchase consideration for Whataburger's retail product line.