Creative Brief
Client Name: Dairy Queen
Product Name: FlameThrower® GrillBurger™
Prepared by: Samantha McWilliams
Project Background:
We are advertising the FlameThrower® GrillBurger™ by Dairy Queen because during the colder
months in the fall and winter, soft-serve ice cream isn’t as likely to sell as much as a hot food
product, such as this particular burger. The results of advertising this product is keeping
consumers aware that Dairy Queen does not only sell soft-serve ice cream, but quick-service food
also, while keeping customers coming into stores.
Advertising Strategy Statement:
Advertising increases consumer awareness and keeps steady business or increases business during
the cold months of fall and winter. Support is that advertising entices consumers to try our product
and keep consuming it through the season. Tone is fun and humorous.
Campaign Theme:
The campaign theme is “putting the flame back into your fire.”
Problem Advertising Must Solve:
The key consumer problem that must be addressed is Dairy Queen is known for their soft-serve ice
cream. We need to get consumers past the thought of cold ice-cream and bring them into stores
to buy hot products, such as the FlameThrower® GrillBurger. ™
User Value Proposition/Benefits
Primary consumer benefit is to satisfy hunger.
Secondary consumer benefit is to go somewhere, quick and convenient, Dairy Queen.
Key Fact
The FlameThrower® GrillBurger™ by Dairy Queen is a satisfying meal that will keep you warm
through the cold seasons with its “1/4 pound of juicy meat smothered in a fiery Tabasco flavored
mayo with pepper jack cheese, jalapeno bacon, thick-cut tomato, and green leaf lettuce on a
toasted bun.”
Audience
Primary consumer demographics are men and women, ages 18-27, particularly college students
and young adults, who are always on the go. Instead of cooking or going out to a full service
restaurant, these consumers want to go somewhere that is quick and convenient with friendly
service, and somewhere familiar. Dairy Queen began in 1981, therefore these consumers are
familiar with the brand. Secondary markets include men and women ages 28-45, particularly
families.
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Assumptions and Research
Research has shown that some locations are only open during spring and summer months.
Because research has shown this, it can be assumed that some people do not think about
consuming ice-cream during these months, which is why DQ needs to keep advertising during the
fall and winter.
Competitive Landscape
A key competitor is Braums because they also have a menu with ice cream and other food
products. A direct competitor for DQ is Sonic because they are the fastest food with sweet treats
and hot food items.
Indirect competitors are Laundry’s Frozen Custard and Orange Tree.
Mandatory Items/Limitations
All advertising must be consistent with Dairy Queen’s current advertisement. It must have quick
wit and it must be humorous. Even though it will be geared toward our target audience, it must
also cater to all audiences.
A limitation to this campaign is the seasonality of our main product, soft-serve ice cream, which
might detract consumers from our ads.
Measurement of Success
Campaign success will be measured by steadiness or increase of business throughout the cold
months (October-February). Measurements will be taken monthly by every local Dairy Queen sales
reports.
Timing
Drafts need to be done by Mid-October – October 15th
Proofs need to be done by October 23rd
Final production by October 31st
Execution November 1st
Budget
$50,000 on Newspaper
$250,000 on Magazine
$1.5 million on Television
$50,000 on Billboard
Total Budget:
$1,850,000
(November-February)
Approvals
Samantha McWilliams
LSM Creative Agency
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