The Zest of Friendliness
Chipotle
Role: Strategist
Consumption of desserts and sweets at DQ is on the rise, but ice cream cakes have been an outlier.
Background
Task
Develop a strategy to help sell more DQ ice cream cakes through a creative campaign.
Audience
American families who didn’t get to celebrate their birthdays
Problem
During the pandemic, American families had to settle for lame birthdays.
Insight
A birthday spent alone isn’t a birthday
Advantage
We had a lame birthday too. We’re right there with you.
Strategy
Let’s end the era of lame birthdays.
The Idea: Ending the Era of Lame Birthdays for Good
Dairy Queen turned 80 back in March 2020, but let's be real, it was a celebration that missed the mark big time. Sure, there was all that delicious ice cream cake, but what we really needed was togetherness, and that was seriously lacking. It was, in a word, a bit of a birthday bummer.
But fear not, folks! We're here to turn things around and make up for that lackluster 80th celebration. Dairy Queen is now 83 years young, and we're going all out to celebrate in the most epic way possible. And guess what? We want you to join us!
We're throwing a party for all the moments we've missed over the past few years. And what better way to do it than with Mini DQ Ice Cream cakes? We've even got a sweet deal for you, cleverly pricing them at just $8.30 for the entire month of August. Why August, you ask? Well, it's the most popular birthday month, and we're all about making up for lost time and lost birthdays.
So, mark your calendars and let's make DQ's 83rd birthday the coolest and most memorable celebration ever! 🎉🍦 #DQ83rdBirthdayBash
