THE ASK
In the 18-40 demographic, DQ® is widely embraced as the home of the Blizzard® Treat, but not always top of mind for savory eats. So how does our client shift from Summer Treats to Fall Eats without a drop-off in traffic? Football season offered the perfect opportunity to grab attention with a completely new menu item featuring Dr Pepper®—an iconic Texas brand and a favorite of our target demo. And because Dr Pepper essentially owns college football, our gameplan was set. We created an integrated campaign to kick off the partnership and introduce the Dr Pepper BBQ Patty Melt with big-game energy and a play-by-play execution designed to make every football fan hungry for more.
