Loomis Combines Lone Star Pride and Dairy Queen

The Loomis Agency evokes state pride in its first television spots for Dairy Queen restaurants in Texas.

An initial 60-second brand execution consists of a montage of Texas images including cowboys on horses, bull riders and country-western line dancers. The scenes are accompanied by an upbeat score created by shop CEO Paul Loomis that includes lines like “From cities out to the ranches, there’s a DQ wherever I go.”

The client’s Lone Star state tagline switches to “DQ, that’s what I like about Texas,” from the national tag, “DQ, something different.”

The Dallas agency’s strategy is the one it pitched in the spring to win creative and media duties on the estimated $7 million account of the Texas Dairy Queen Operators’ Council.

“Dairy Queen has been a big part of Texas for years,” said shop executive creative director Mark Sullivan. “We think cross-associating the brand with the pride people have with their state is where we want to be.”

The brand spot will break throughout the state on Jan 3. Twelve other TV ads support monthly food promotions and are tailored to the time they break. A fall spot, for instance, uses a Friday night football theme in which fans go to DQ after the game. All of the 13 spots will also run in Spanish.

The agency has also created a new logo for the council. It puts the DQ ellipse inside an outline of Texas.

The score is an imporant element. “When you listen to it, it draws on the emotion and connects with every age group,” Sullivan said.

The Bedford, Texas-based client represents franchisees who operate 650 locations across the state. This is the first new campaign for the Texas brand in three years, according to client president Larry Newell. Spending is undisclosed.

Sonic Corp. and Whataburger, which are both primarily located in the South, are among the chain’s biggest competitors.

International Dairy Queen, which franchises over 5,000 outlets, is based in Edina, Minn.