THE ASK
DQ restaurants in Texas are famous for their chicken strip basket – but hadn’t evolved the recipe to meet younger consumers’ tastes. After years perfecting a juicier, more flavorful chicken tender, they needed a reintroduction to lapsed or disinterested Zillennials while being careful not to turn away Gen X and Baby Boomer fans of the current product. We knew this would require a two-pronged strategy from both a media and creative perspective. Armed with primary research in partnership with Datassential, we developed two parallel paths leveraging messaging that’s most impactful to each group.
