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Client
Dairy Queen Texas
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Scope of Work
Social Media, Television, Paid Media, Art Direction, Strategy, Concept Creation, Production.
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Approach
Hosted a local event for feedback, launched a social media campaign and giveaway, and created eye-catching TV ads, resulting in increased engagement and exceeding taco sales expectations.
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Dates:
Feb - Mar 2024
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Agency
Ilumiere Digital Marketing
The Loomis Agency
Introducing extreme flavor to a market that hesitates to step out of its comfort zone.
The Challenge: Introducing a Boldly Spicy Item to a Cautious Audience
During DQ’s “Year of Spice,” the brand introduced the Carolina Reaper Tacos, featuring the popular and intensely hot Carolina Reaper pepper. While excitement around spicy challenges was growing, we needed to ensure we encouraged even cautious customers to try this daring new menu item, building trust in DQ’s ability to deliver intense flavor without overwhelming heat.
Our Strategy: Building Anticipation with Consumer Feedback
We hosted an exclusive event, bringing the tacos to a local DQ a month before the official launch. Promoted on Facebook, this event invited customers to try the tacos and share their thoughts. This early feedback allowed us to adjust proportions if needed and also gave us authentic content for a social campaign, including a giveaway encouraging comments about the flavor experience.
For the TV spots, we highlighted each flavorful layer of the tacos, balancing the focus on heat with imagery of cooling cilantro-lime sauce to appeal to a broader audience. The high-contrast visuals captured the flame and spice of the tacos, without intimidating less adventurous viewers.
