THE IDEA.

As a displaced Detroiter who grew up in Texas, I remember spooning Dairy Queen Blizzards and soft-serve into my face as a reward for surviving algebra tutoring.

Everyone has their own personal Texas Dairy Queen story, but most people still think of it as a treat restaurant. With this campaign, we tapped into what it means to eat like a Texan, going beyond desserts and into savory territory.

As a displaced Detroiter who grew up in Texas, I remember spooning Dairy Queen Blizzards and soft-serve into my face as a reward for surviving algebra tutoring.

Everyone has their own personal Texas Dairy Queen story, but most people still think of it as a treat restaurant. With this campaign, we tapped into what it means to eat like a Texan, going beyond desserts and into savory territory.