June 9, 2022

The month of June marks 20 years since The LOOMIS Agency rolled out its advertising campaign for Texas Dairy Queen Operators’ Council featuring the iconic tagline sing-out, “DQ, That’s What I Like About Texas™.” For the 20th anniversary of the campaign, DQ® restaurants in Texas are introducing a fresh new face and voice behind the music. Country music star Josh Abbott is taking the stage, and his band is driving the beat for the brand with an updated rendition of a jingle that’s become famous in The Lone Star State.

“As a native Texan, I am very familiar with the brand. As a kid, Dairy Queen was the place I went for a sweet treat or a Hungr-Buster or my favorite, Steak Fingers,” said Abbott. “When I think of DQ restaurants in Texas, obviously I think of the jingle. When I first got the call about recording the iconic jingle, I thought that was cool. There’s a big responsibility to staying true to the roots, but also invoke the sound of our band. You will hear my voice as well as the banjo and fiddle in this new version. We are excited for Texans to hear it and maybe we’ll run into DQ fans grabbing a Blizzard while we are on tour.”

“It feels like we planted an oak tree 20 years ago with this campaign,” said Mike Sullivan, LOOMIS president & CEO. “The campaign perfectly captures the soul of the DQ brand in Texas, which is why it’s been such a strong and durable performer all these years. Adding Josh to the mix helps us move the campaign forward and connect with customers in a whole new way.”

Updated television commercials featuring monthly food and treat promotions signing off with Josh Abbott’s sing-out are the foundation of the campaign. Digital support, including robust social media from DQ® restaurants in Texas with contributions from Josh Abbott on his social platforms, extends campaign reach as do radio flights and select print features. LOOMIS functions as the region’s out-sourced marketing department, and the agency is also heavily involved with initiatives like menu design and optimization, product development and testing, packaging, and POP material development and production. Public relations are handled by Aardvark Communications.

When LOOMIS began working with the Texas Dairy Queen Operators’ Council in 2002, the 592-unit chain was struggling with poor systemwide sales performance and store closures across the state. In the ensuing years, the agency helped reverse sales declines and revitalize the system, taking the Texas region from lagging to leading the American Dairy Queen system in sales performance.

“As a native Texan, I am very familiar with the brand. As a kid, Dairy Queen was the place I went for a sweet treat or a Hungr-Buster or my favorite, Steak Fingers,” said Abbott.

About Josh Abbott

Josh Abbott founded the Josh Abbott Band (JAB) in 2006 while attending Texas Tech University. The seven-piece group cut its teeth as a hard-touring act with hooky melodies that deliver real-world stories. Led by the true-to-life cycles in Abbott’s life, JAB explored new territory with its last two albums — Front Row and Until My Voice Goes Out. The extended play Catching Fire captures a sense of personal renewal. Visit joshabbottband.com for tour dates.

About Texas Dairy Queen Operators’ Council

There are few brands as iconic as the DQ brand. Innovative DQ treats and eats, along with the unique DQ restaurant concepts, have positioned DQ restaurants in Texas as a leader in the quick service restaurant industry. The Texas Dairy Queen Operators’ Council is a nonprofit organization made up of DQ franchisees operating in Texas. The Council develops the advertising and marketing program for DQ franchisees in Texas and controls the Texas Country Foods menu along with managing supply/distribution for the nearly 600 DQ restaurants in Texas. The DQ restaurants in Texas are franchised by American Dairy Queen Corporation and the DQ franchise system includes approximately 7,000 franchised locations in the United States, Canada, and more than 20 other countries, including the nearly 600 DQ restaurants in Texas.

For more information about the Texas Dairy Queen Operators’ Council, For more information about the Texas Dairy Queen Operators’ Council, visit dqtexas.com or follow us on Instagram, Twitter or Facebook.

LOOMIS is an award-winning full-service Dallas advertising agency specializing in defining and leveraging strategic advantages for challenger brands. Helping our client partners reach their business goals for more than 35 years, LOOMIS offers marketing communications strategy, creative, media, and production expertise across all digital marketing and traditional advertising platforms and channels. Check out the agency’s “Voice of the Underdog” podcast, read the BARK! blog, and learn more at theloomisagency.com.