How Whataburger Used Found Content to Capture Texas, Unmistakably
The goal
Not a film school reel. Not a talking head spot. Whataburger and McGarrah Jessee wanted content that felt unmistakably Texan.
The brief was simple: find and license REAL Texan moments to bring the Bacon Wrangler Double Burger to life.
Two paths they could have took
Produce UGC-style content with actors and rented sets
OR
License real footage from real Texans, filmed in real places.
They chose Catch+Release.
What “authentically Texan” looks like
Our curation team translated the brief into a concrete visual language.
- Friday Night Lights that glow over small town fields
- Rodeo chutes, dust in the air, families in the stands
- Bluebonnets in bloom and road trips on open highways
- Line dancing, church picnics, backyard get togethers
These are not set pieces. They are REAL moments, filmed by creators who live there.
Why Found Content beats Scripted for this brief
Scripted tries to imitate culture. Found Content comes from inside it. Viewers can feel the difference. Real crowd noise. Real light. Real timing you cannot manufacture.
Found Content gave the brand proof of place, not a performance of it.
Experience over product
The spot shows life in Texas. The burger belongs inside that life. The story is community and place. The product shows up naturally within the moments. The emphasis is identity, not a table top scene.
Takeaway
If the brief is “make it authentically Texan,” you cannot script it. You have to find it.
Catch+Release gives brands access to real creators, real places, real culture.
The best stories already exist. They are ready to be licensed.
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