Through our strategic process, we uncovered this fundamental difference between DQ and fast food: Dairy Queen doesn’t serve fast food. It made food that created fans.
We wanted to re-energize the brand in a way that rallied DQ fans, from the consumers and employees to the franchisees and towns. We also needed to get into the fast food conversation and differentiate all at the same time.
A new tagline, Fan Food. Not fast food. transformed every aspect of the brand from local store marketing to product development. And to kick it all off, we enlisted our #1 Fan and owner, Warren Buffett, to serve the First Blizzard of Summer.
increase in all major advertising effectiveness scores
increase in annual sales in a flat category
consecutive quarters of positive sales after campaign launch
Please submit your email to download content. Your info will not be shared with any outside sources.