The Challenge: Introducing a Bold New Burger to Break Customer Routines

The Jalitos® Ranch Hungr-Buster® offers a unique, craveable flavor profile exclusive to Dairy Queen with spicy ingredients like crispy fried jalapeno strips, melty pepper jack cheese, and creamy jalapeno ranch. The challenge was to inspire customers to step out of their comfort zone and try something new, flavorful, and spicy, breaking their routine of ordering familiar menu items.

Our Strategy: Focus on Flavor and Vibrancy to Ignite Curiosity

We centered the campaign around bold, dynamic visuals that highlighted the exciting flavors of the burger. By creating high-energy content across TV, social, and digital channels, we encouraged customers to break free from boring food choices and "spice it up." On social media, we captured talent biting into the burger and showing how it transformed their experience, pushing the message that trying something new could spice up their life.

To further drive engagement, we launched a social media giveaway encouraging users to share what they would do differently after trying the new burger. We supported this with app push notifications, app titles, and continued content across all platforms to reinforce the new, exciting offering.