Dairy Queen Favors Texas Flavor

The Loomis Agency has won the ad account of the Texas Dairy Queen Operators’ Council.

The Dallas shop de-feated incumbent Grey in Irving, Texas; Valentine Radford in Kansas City, Mo.; Brighton in St. Louis; and Warren Creative+ and RuffCoffin, both in Austin, Texas, in the finals of a four-month review to win the estimated $7 million account.

Julie Wilson of the Reasons Group in Fort Worth, Texas, conducted the review.

“Dairy Queen is a special brand in Texas,” Loomis president Mike Sullivan told Adweek. “We did a better job of tapping into that and saying how we would connect that to consumers.”

The shop will introduce a television, radio, print and promotional effort later this summer for the Bedford, Texas-based client, which represents franchisees who operate some 650 locations across the state.

The challenge, Sullivan said, will be invigorating a 50-year-old brand that has seen its once-dominant market share eroded by increased competition and general inertia.

The opportunity, he said, lies in the agency’s consumer research that suggests Dairy Queen is a Texas icon, encompassing a lifestyle and culture memorialized in books and movies like The Last Picture Show. Loomis discovered that many Texans believe the soft ice cream treat is native to the Lone Star State. In fact, Dairy Queen began retail operations in Minneapolis in 1947.

“Dairy Queen encompasses many of the things people love about our state,” said Sullivan. “We’re rural, hot, country—an eatin’ and meetin’ kind of place.”