NEW YORK – Family reunions and baseball games in the park are among the images Grey Advertising associates with International Dairy Queen in its first commercial since winning the client’s $30 million ad account.
“We thought of Dairy Queen as a summertime hangout research backed this up,” said Grey group creative director Richard Solomon.
The new 30-second spot positions the fast-food franchiser as a summertime “hometown gathering place” for “America’s backyard reunion.” The ad features a succession of outdoor images such as twin girls licking ice cream cones, parents cuddling in a hammock and picnics on the grass. The bright, breezy tone of the spot is further conveyed by a folk rock jingle with the refrain, “Meet me at DQ/Where the feeling never ends.” The tagline: “Meet me at DQ.”
Previous ads for the client (by Campbell Mithun Esty in Minneapolis) carried the tagline “Think DQ” and took a retail-oriented, promotional approach using an animated figure to tout price deals.
“Our research with Grey showed there was already equity behind the brand and there was no need to entice them with price,” said Gary See, vice president of marketing and consumer research at the Edina, Minn., client. “We can now get more involved in emotions than in the pocketbook.”
The commercial, the first of as many as five scheduled for the summer, breaks in spot markets in both the U.S. and Canada.
Grey won the account last summer after a review. CME had handled the account since 1962. The transition from CME to Grey, however, did not occur until December. CME had captured the creative portion of the $75 million Domino’s Pizza account earlier in 1997 after Grey parted company with the client.
Dairy Queen is ranked eighth in sales among quick-service chains in the U.S. McDonald’s and Burger King lead the category, per Technomic.
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