Hijacked holiday creative.

Dairy Queen: The Singles Blizzard

Selling soft serve ice cream in wintertime can be tough. But every February presents an opportunity for DQ to become a Valentine’s Day treat and cultural destination, especially with the younger generations.

Modern Consumer Insight

For the first time ever, there are more singles than married couples in the U.S. And with reshaping gender roles and marriage being pushed until later in life, singles don’t hide their status, they proudly fly solo.

Challenge

On a holiday where everyone is celebrating couples and romance, how do we champion the proud single and their status?

Solution

We hijacked a holiday and launched The Singles Blizzard, the first-ever Valentine’s Day treat for singles.

Results

7%

Facing record-low temps, drove a 7% sales increase on Valentine’s Day


400%

Social engagement rates


30M

Media impressions
in just two weeks