Dairy Queen Grill & Chill Campaign

Case Study

Brand Overview

Dairy Queen is a chain of soft serve and fast food restaurants owned by International Dairy Queen, Inc.

Project Background

The Grill and Chill is a new concept for DQ and they want people to know about it. The expected results would be that more people, especially families, will come and eat at the Grill and Chill locations.

Strategy

- Persuade lower to middle class family’s that Dairy Queen’s new Grill and Chili locations are a quality place to eat.

- Must communicate to the consumer that Dairy Queen has a new chapter, the Grill and Chill that will offer quick, quality food.

Tactics

- The campaign will showcase the heritage and new innovation of Dairy Queen

- Position Dairy Queen as a place for kids, family and celebration.

- Campaign Tagline: “The Queen of the South Has a New Twist”

- Billboard Ads

- Direct Mail

- Website Banners

Billboard Concept Example:

Direct Mail Concept Example:

Web Banner Concept Examples: