Dairy Queen's Food Battle Has Apples, Pumpkins & US States Duke It Out
Laura McQuarrie — September 12, 2014 — Marketing
References: dqblizzardbattle & adweek
For the first time ever, Dairy Queen is featuring two Blizzards of the month and the two flavors will be engaged in a food battle for supremacy. Beyond just pitting the Apple Pie Blizzard Treat against the Pumpkin Pie Blizzard Treat, Dairy Queen has gone as far as to involve the US states that are best known for each food. Representing apples is Wenatchee, Washington, which has been called the "apple capital of the world," which is going up against Caro, Michigan for pumpkins.
Fans will be able to vote for their favorite flavor online and the winning hometown will be crowned the "Blizzard Treat Capital of the World." Out of these two fall flavors, as of now, the Pumpkin Pie Blizzard Treat is in the lead by just over 60%.
Fans will be able to vote for their favorite flavor online and the winning hometown will be crowned the "Blizzard Treat Capital of the World." Out of these two fall flavors, as of now, the Pumpkin Pie Blizzard Treat is in the lead by just over 60%.
Trend Themes
1. Food Battle Campaigns - Creating friendly competition between different food flavors or ingredients to engage consumers and generate excitement.
2. Local Representation - Involving local communities or regions known for specific foods to create a sense of pride and encourage participation.
3. Online Voting and Engagement - Utilizing digital platforms to allow consumers to vote for their favorite flavors and actively participate in the campaign.
Industry Implications
1. Fast Food - Fast food chains can use food battle campaigns to promote new menu items and increase customer engagement.
2. Food and Beverage - Food and beverage companies can leverage local flavors and ingredients to create unique campaigns and connect with consumers on a regional level.
3. Digital Marketing - Digital marketing agencies can assist brands in creating online voting and engagement platforms to drive consumer participation and brand interaction.
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