Lead Forensics


DQ: Summer Fun campaign.

Dairy Queen is built around the simple idea that happy tastes good. But in a time when happiness wasn’t guaranteed, how does a brand famous for making summer feel like summer help the world safely get their summer on in quarantine?

Modern Consumer Insight

DQ fans told us where to take the brand in 2020: From happiness as a state of mind to happiness as a choice. People told us they needed DQ. They sought comfort there, enjoying not just delicious food but ritual, familyness and fun.


We needed to think beyond the menu to keep the iconic brand top-of-mind and create a summer’s worth of glorious activities to do within the safe confines of home. 


With consumers under full lockdown, we went to work creating happy choices for DQ fans. We created an instructional video to walk viewers through construction plans for a DIY waterpark. We partnered with expert summer influencers to keep the summer fun going with more DIY inspiration – like how to take a summer vacay from home, the ultimate backyard camp-in and more. And we sold a ton of Summer Menu Blizzards as a result.





store visits.


season for Summer Menu Blizzards.