Case Study: Texas Dairy Queen boosts buzz and sales with LOOMIS’s Josh Abbott celebrity meal campaign

Texas Dairy Queen drives 99% positive sentiment with Loomis Corporation

Texas Dairy Queen, a long-time client of the Loomis Corporation, faced the challenge of building cultural relevance and generating positive talk value for its brand in a crowded media landscape. The agency was asked to create a campaign that would resonate with the brand's fans in Texas.

The Loomis Corporation developed and executed "The Josh Abbott Meal," a celebrity collaboration with the Texas country artist. The solution included TV and radio spots, social media content, and limited-edition merchandise. The campaign resulted in record-setting new guest counts, one of the brand's highest year-over-year sales months, a significant increase in Instagram followers, 1.3K giveaway entries, and 99% positive sentiment online.

Texas Dairy Queen