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NEW YORK Dairy Queen, the ice cream and fast-food restaurant chain, this week launched a campaign from Grey, New York, that differs markedly in tone from the shop’s previous work for the brand.
The campaign — with seven TV commercials, 15 radio spots, the microsites blizzardfanclub.com and deeqs.com (which were made by space150, Minneapolis) as well as packaging — seeks to position Dairy Queen as a family-friendly destination, territory that McDonald’s has long occupied.
In the 30-second “Parent Day,” several kids are in awe when a parent explains that he is a Dairy Queen franchisee and is making everyone a Blizzard, an ice cream treat.
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