Loomis Issues APB for DQ Burger

DALLAS The Loomis Agency is launching a television, radio, newspaper and e-marketing campaign for the Fritos Chili Cheese Hungr-Buster, the latest variation on Dairy Queen’s signature hamburger.

A TV spot that features two dim-witted Texas lawmen interrogating the new burger after they arrest it for “making noise all over Texas.” Cecily Worthy was the creative director for the spot at Loomis.

The new burger will be sold only in Texas in September and October, with media support for the product beginning Aug. 25 and running through the last week of October, the agency said.

Loomis, an Addison, Texas, independent, works for the approximately 200 members of the Texas Dairy Queen Operators’ Council who own more than 600 restaurants in the state. The value of the account is estimated at $12 million.

“Texas Dairy Queen has enjoyed 24 consecutive months of same-store sales increases with year-to-date comparable sales up around 10 percent,” Larry Newell, president of the Texas Dairy Queen Operators’ Council said.

The Fritos Chili Cheese Hungr-Buster is the third in a series of specialty Hungr-Busters, said Leslie Czarnecky, management supervisor at Loomis.

“This strategy just takes advantage of a huge product asset built over the 30 years that the Hungr-Buster has been around,” Czarnecky said.

The Loomis Agency is a subsidiary of the Loomis Corporation, a Dallas-based holding company that includes Luminous Sound Studios, a music and film production company with clients such as ABC, CBS, SBK Records and Warner Brothers Motion Pictures.