Dairy Queen - "Baby Bjorn"

Grey New York

Grey New York New York, United States

8788

Title	Baby Bjorn
Agency	Grey New York
Campaign	Baby Bjorn
Advertiser	International Dairy Queen
Brand	Dairy Queen
Posted	December 2012
Business Sector	Restaurants & Fast Food
Philosophy	This promotional spot, "Baby Bjorn," shows what happens when a toddler'scraving for a Blizzard conflicts with his dad's. The response wasphenomenal. The original forecast was for sales of 280 Blizzards a week --Dairy Queen actually sold an average of 520 per week. Halfway into thepromotion, DQ sold out of the ingredients altogether and had to shut down the promotion for two days while it restocked the entire franchise system.
Problem	Dairy Queen stands for three simple things that people really crave: treats,burgers and fun. Our strategy for DQ is to drive that craving across a broadrange of targets. The product is always the hero and the tone is alwayslight-hearted.
Result	Although the spot is new, it has already attracted a lot of attention. Itwas short-listed at Cannes and chosen as an Adweek Best Spot of the Month.It will also be featured in an upcoming article in USA Today. Overall, Dairy Queen's sales are up 10% systemwide versus last year -- wayahead of the industry average.
Media Type	Television
Length	30 seconds
Market	United States
Creative Director	Jonathan Rodgers
Copywriter	Ari Halper
Copywriter	Joe Gatti
Art Director	Steve Krauss
Agency Producer	Diana Gay
Art Director	Janet Ricards
Production Company	Harvest Films
Director	Baker Smith
Chief Creative Officer	Tim Mellors