Dairy Queen wanted to celebrate the return of fan-favorite Blizzard flavors by taking people back to 2004—the year the Brownie Batter Blizzard first launched. The campaign included a partnership with Ashlee Simpson Ross and a mix of creative assets, media materials, and content supporting the summer rollout. The activation drove 100% positive feature coverage across outlets like People and US Weekly, increased media coverage 16% year-over-year, and inspired organic engagement from fans and celebrities including Lance Bass, JoJo, Snooki, and Danny Pellegrino.
And yes, we did listen to Autobiography on set!
Creative Direction: Katie McCambley
Director: Dina Graham
Photography: Jose Aguirre
Account: Hollyn Page
Brand Lead: Kate Compain
Executive Producer: Daniel Kennedy