LOOMIS HELPS LAUNCH CELEB MEAL FOR TEXAS DQ JINGLE SINGER, JOSH ABBOTT
Multi award-winning advertising agency, LOOMIS, announces a new campaign promoting a celebrity collab between Texas Dairy Queen and Josh Abbott — the latest singer of the brand’s earworm jingle “That’s What I Like About Texas.”
Appealing to Texans’ strong sense of tradition and pride is something DQ continues to excel at: the brand is among the most nostalgic in its category. To boost the brand’s talk value, the agency took inspiration from some recent trends involving QSR celebrity meals and unique collabs. The result was a trend mash-up with a distinctly Texas feel designed to resonate with Texas DQ’s audience.
Tapping into DQ’s existing relationship with Texas born-and-bred country artist Josh Abbott, LOOMIS worked with long-time client Texas DQ to create The Josh Abbott Meal. Combining Josh’s actual DQ favorites with a limited-time signature cup resulted in a traffic-driving novelty with roots in DQ’s deep Texas heritage. Representing Texans everywhere, LOOMIS positioned The Josh Abbott Meal as a proud DQ tribute. Then leaned in.
Reaching across a variety of mediums, the campaign was designed to resonate with Texas DQ customers, Texas country music fans, and media outlets who love to talk about celebrity. With a glimpse behind the scenes into Josh’s go-to meal, Josh’s love for the brand shone through, starting with TV spots that captured real-life interactions between Josh and his band members on the road as their tour bus makes a pit stop at their favorite place to grab eats and treats. The campaign also includes a special acoustic version of the famous “That’s What I Like About Texas” jingle which Josh Abbott helped update last year. Shot by Camp Lucky’s Jeff Bednarz, the spots have a light-hearted authentic feel that capture the fun of the band and the brand.
“The Josh Abbott Meal was unlike anything Texas Dairy Queen has executed,and it far exceeded expectations. We were blown away by the consumer response and can’t wait to do more exciting programs like this with LOOMIS as our trusted partner.”
— Lou Romanus, CEO of Texas Dairy Queen Operators’ Council
With record-setting new guest counts during the promotion period, including one of the highest YoY sales-comping months for the year, the campaign achieved its business performance goals. Positive sentiment abounded as well, as the brand added 12x more Instagram followers than an average month, received 1.3K giveaway entries and 99% positive sentiment online and through earned PR. With merch shoutouts from chart-topping Texas country music artists and earned media callouts, the campaign had people talking:
“Not only is this the best order a person can make at DQ… it is the most Texas order that can be strung together. Best of all, there’s nothing fancy or weird happening here. Just a guy who totally eats this food opening the world’s eyes to the magic of dipping a steak finger into gravy followed by a Blizzard.” – Eater.com
PRODUCTION CREDITS:
Production Company: Camp Lucky
Director: Jeff Bednarz
Executive Producer: Brandon Tapp
Producer: Alex Bronner
Agency Producer: Chelsea Sevadjian
Editor: Tim Bird
Colorist: Steve Franko
Sound Design: Luminous Sound
Music: Luminous Sound, Josh Abbott Band
Lifestyle Photography: Ian Kasnoff
Food Photography: Rusty Hill