Texas DQ is a thriving and vital part of the national Dairy Queen system but that wasn’t always the case. When LOOMIS was hired way back in 2002, Texas DQ had just closed hundreds of its units due to poor performance. That left 500 locations in the Lone Star State with unit sales volumes well below system averages.
Our job was to help turn things around for DQ in Texas, and we made short work of the challenge. Our first and most important contribution was to help sort out the advertising strategy. Research uncovered a hidden insight the chain simply hadn’t taken advantage of: Texans have a unique and special fondness for the DQ brand. In fact, we learned that 80 percent of Texas natives think DQ is a Texas brand.
In a category rife with parity, our insight served as the basis for a unique positioning strategy, and the slogan, “DQ, That’s What I Like About Texas” was born. No other chain can stake a claim to DQ’s favored son status, and it served as a point of true distinction for the brand in The Lone Star State.
Over the years, the “That’s What I Like About Texas” campaign has proven to be a durable platform for monthly food and treat promotions engineered by LOOMIS to drive restaurant traffic. Featuring the now iconic Texas DQ brand music, the original TV campaign has been successfully extended to all forms of media, including digital and social, and it’s also found expression through countless events over the years celebrating hometown DQs across the state.
Consistency and continuity have been the hallmarks of our campaign, and that extends to everything the customer sees from Texas DQ. From in-store POP, menu boards, packaging, and even reader board messages, all our messaging has been designed so customers never forget that their DQ is a Texas DQ.
Now in its 17th year, the campaign is credited with driving consistent record comp sales year-over-year, helping the Texas system more than double its average unit volume. When LOOMIS started working with Texas DQ there were just a handful of million-dollar units. Today there are more than 200. Best of all, Texas DQ went from lagging in sales performance to leading the system.
We challenge underdog brands to think differently. We help them find their voice, and urge them to blaze new trails to make sure they stand out from the pack. Whether you need an agency of record or support on a project, we are here to help you win.
