THE ASK
Texas DQ was ready to launch their new Spicy Chicken Country Basket. Our job: deliver positive sales and traffic for DQ restaurants across the state and create the positive buzz needed to lift brand awareness.
THE INSIGHT
Young Texas consumers have a strong appetite for spice but many don’t think of DQ for savory foods like their parents or grandparents do; they know the brand for its iconic soft-serve.
THE OPPORTUNITY
Thinking like a challenger, we used their perception that DQ is “an ice cream stop” as an entry point: then let them know that DQ knows how to heat things up, then cool you down.
THE CAMPAIGN
It’s the perfect one-two punch: The new Spicy Chicken Strip Country basket delivers the tantalizing spice you crave that can only be answered by the refreshing respite of a Blizzard Treat. We leaned into this idea across TV, radio, PR, influencer marketing, a social giveaway, and an earned media campaign via compelling merch delivered to key influencers across Texas.
TELEVISION + RADIO
We captured that moment DQ’s Spicy Chicken Strips hit your taste buds, leaving you looking for anything that can help tame the fire. Lucky for anyone craving spice, DQ’s Blizzard Treat is the perfect solution to the mouthwatering heat delivered by its new Spicy Chicken Strips. Trust the firefighters on this one.
:30 ENGLISH RADIO
EXCLUSIVE PR BOXES
Spicy chicken may be ubiquitous to the QSR industry today, but DQ’s one-two, spicy-sweet punch is anything but. We developed bold and playful merch packages and distributed them to top content creators across Texas to help get the word out in a fresh and fun way.
CONTENT CREATOR PARTNERSHIPS
DQ’s Spicy Chicken Strips delivered on all the flavor notes many Gen Z consumers crave; we just needed to drive awareness and credibility for the product. So we also tapped well-established Texas content creators to help share the spicy word. With their support, we generated strong word of mouth that got Texans talking.
SOCIAL GIVEAWAY
Finally, we aimed to spice up the online conversations about DQ with an Instagram giveaway designed to get people tagging, talking, and following @DairyQueenTX. Inspired by the popular “Hot Ones” video series, we captured the moments six strangers tried the Spicy Chicken Strips for the first time, and leveraged the unscripted content into an opportunity for social engagement and follower growth.
THE RESULTS
Just like the Spicy Chicken Strips, LOOMIS brought the heat. The Spicy Chicken promotion produced positive sales and traffic, exceeding Texas DQ’s product mix standard. The product gained favor in many areas of the state and will now be a permanent offering on the menu. A theme among fan comments online: Who knew Dairy Queen was so fire?! (We did.)
3MM
FOLLOWER REACH
generated by the PR box
(from 50% of the targeted distribution list)
1.6MM
IMPRESSIONS
generated by the Paid content
(nearly 100% positive consumer setiment)
16%
ENGAGEMENT RATE
and 3,500 new
Instagram followers
