Dairy Queen's ads go for 'crave-ability'
New ads from Dairy Queen humorously spotlight new grill items and ice cream treats to try to differentiate the 4,800-store chain from the Big Three: McDonald's, Burger King and Wendy's.
The campaign seems to be working. The chain has posted 12 consecutive months of comparable store sales growth. Year-to-date overall sales are up 8% from last year.
"The products and (the ad campaign) all seem to be working for us," says Michael Keller, executive vice president of marketing. We have highly crave-able foods. One of the things the spots aim to do is highlight the crave-ability."
A new grill item highlighted is the FlameThrower burger. Keller describes the spicy burger as "hot enough to get your nose dripping but not so hot you don't want a second one."
Frozen specialties include new toppings for the CheeseQuake Blizzard and a coffee and ice cream MooLatte shake.
External Source - For the complete article click here
Logos, product and company names mentioned are the property of their respective owners.
- The Dairy Queen Opens 500th Location in China
- Dairy Queen® Announces First Franchise Agreement in Guatemala
- Dairy Queen® Opens First Locations in Saudi Arabia
- Dairy Queen® Promotes Random Acts of Kindness in New Online Contest
- Blizzard® Treats Make Miracles on Aug. 5
- M/C/C Wins Gold MarCom Award for Chuck E. Cheese’s BlogHer Social Media Campaign
- Bertucci’s Selects SapientNitro As Agency of Record
- Free Concierge Tool to Walk Guests Through Restaurant Recommendations.
- Web-Based Platform Offers Unique Local Marketing Capabilities to Retail and Restaurant Industries
- Del Frisco's Restaurant Group Announces Introduction of National Private Dining Program
