THE

IDEA.

Blizzards and chocolate-dipped cones were my rewards in middle school for tolerating algebra tutoring, which I was against because I knew writers didn't need algebra.

Anyone who grew up in Texas probably has their own memory of Texas Dairy Queen, 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 sweets and into savory territory.