Case Study: Texas Dairy Queen ignites sales and buzz with Loomis Corporation's integrated spicy chicken launch campaign

Texas Dairy Queen drives 3MM follower reach with Loomis Corporation

Texas Dairy Queen faced the challenge of launching their new Spicy Chicken Strip Country Basket to drive sales and traffic. Their goal was to create positive buzz and lift brand awareness, particularly among younger Texas consumers who did not typically consider the chain for savory foods. They partnered with the LOOMIS agency to change this perception.

The LOOMIS agency developed an integrated campaign that positioned the spicy meal as the perfect complement to Dairy Queen's iconic Blizzard Treat. The solution included TV and radio ads, PR boxes sent to influencers, content creator partnerships, and a social media giveaway. This strategy successfully generated over 3 million follower reach from the PR effort and 1.6 million impressions with nearly 100% positive sentiment. The campaign resulted in positive sales, exceeded product mix standards, and earned a 16% engagement rate with 3,500 new Instagram followers, making the product a permanent menu item.

Texas Dairy Queen