Industry News | February 6, 2015

DQ Promotes Original Gifts With Red Velvet Spoon Case

image used with permission.

Read More About

The Dairy Queen system, a Berkshire Hathaway company, is helping fans raise America’s romance grade. According to a national poll, the average American gives their significant other an “F” on Romance, and 62 percent of Americans receive clichéd Valentine’s gifts. The DQbrand aims to raise the grade and #breakthecliche of unimaginative Valentine’s Day gifts by introducing the “perfect for two” Red Velvet Cupid Cake, which includes soft serve blended with red velvet cake pieces, and the Red Velvet Spoon Case for Valentine’s Day.

“We flipped the cliché and created an original gift that helps our Fans be more memorable this Valentine’s Day,” says Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation (ADQ). “We took our popular red velvet flavor and developed the perfect-for-sharing Red Velvet Cupid Cake and added an unexpected twist by offering a one-of-a-kind Red Velvet Spoon Case.”

Fifty-six percent of Americans prefer consumables on Valentine’s Day and 76 percent would share a Valentine’s Day dessert. Fans can order the Red Velvet Cupid Cake beginning February 1.

Valentine’s Day clichés are not lost on the DQ brand. A TV spot featuring a parody of a typical Valentine’s Day commercial aired during the Puppy Bowl on February 1, bringing Fans one of the only romantic moments during what 67 percent of survey respondents declared to be the most un-romantic day of the year.

The DQ Red Velvet Spoon Case comes in a traditional jewelry box, covered in red velvet fabric that opens to reveal the iconic DQ Red Spoon resting on a white satiny pillow. It’s an unexpected, made-for-two gift that’s made for sharing the DQ’s new Red Velvet Cupid Cake. The DQ Red Velvet Spoon Case is $4.99 plus shipping with all net proceeds for every spoon case sold contributed to Children’s Miracle Network Hospitals, the DQ system’s cause-marketing partner.

The introduction of the Red Velvet Cupid Cake and Red Velvet Spoon Case are part of the DQ system’s year-long “Fanniversary,” celebrating the brand’s 75th anniversary.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

Add new comment