CANADIAN DAIRY QUEEN SHIFTS GEARS
By Adnews Staff
For the first time, Dairy Queen Canada Inc. is launching an ad campaign created exclusively by its agency of record, BBDO Canada of Toronto. Previous advertising was produced in the U.S. and adapted for the Canadian market. The new campaign is markedly different from past Dairy Queen advertising. Instead of focusing on products like the past ads, the new campaign focuses on the chain's image. In a release, the company says the new ads are "bright, young, hip and humorous." John Barth, Dairy Queen Canada's executive vice-president, said in a release that the company will be expanding in Canada in 1997 and Dairy Queen wants the advertising to reflect the company's more dynamic approach. The campaign, incorporating television, radio and print, began in Western Canada and the Maritimes on Jan. 6. It will debut in Ontario on Jan. 20.