Dairy Queen campaign aims at increasing customer frequency

05/21/2013 | Advertising Age (tiered subscription model)

A new spot for Dairy Queen is the first to use the tagline "Fan food. Not fast food" -- which replaces "So Good It's RiDQulous" -- and shows some patrons eating chicken strips and fries, not just ice cream treats. More than half of DQ's customers visit the chain only once a month, and the company is looking to increase the frequency of their visits. "We really see the opportunity for our business to grow by taking these existing customers ... to come back that much more frequently," said Barry Westrum, executive vice president of marketing.

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