DAIRY QUEEN BEGINS SOMETHING DIFFERENT CAMPAIGN
By Adnews Staff
Dairy Queen Canada has released a $15 million advertising campaign called "DQ Something Different." The campaign uses humour to promote Dairy Queen's new hot food items and soft serve products. The first of ten television commercials promotes the chain's frozen cakes. In it, cakes with the messages "Happy Birthday" and "Congratulations" are shown. A voiceover says, "Yeah, DQ's got great frozen cakes for lots of different occasions, which got us thinking, how about cakes for all occasions?" Cakes are shown that read "Happy Face Lift" and "The Wedding's Off." The voiceover says, "Nah, we'll stick to happy occasions." The ad ends with the campaign's tagline, "DQ Something Different." Another ad uses 20-foot French fries to promote the chain's new food menu, which includes bigger burgers and thicker fries. The television advertising will run nationally through October, accompanied by a New Orleans-themed radio ad and a series of billboards which focus on the decadence of the chain's ice cream products. The first billboard ad promotes the Pecan Praline Parfait. The copy reads "worth the 35,729 sit-ups." The TV ads were created by True Grey, a division of Grey Worldwide of New York. The radio commercial was created by Grey Worldwide of Toronto. Public relations for Dairy Queen are handled by Media Profile, also of Toronto.