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Dairy Queen will serve up a new marketing strategy along with fresh menu items in 2004 to spur sluggish sales and revamp its image.
For the first time in the chain’s 64-year history, it will make a major national ad buy, using a quarter of its $50 million-plus media budget. Eight TV spots, breaking next month via True Grey, a unit of New York-based Grey Worldwide, will focus on consumers and their cravings for DQ products.
Both moves aim to update the brand long known for its ice-cream treats, despite ringing up half its sales from burgers, salads and the like.
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