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Dairy Queen celebrates 'Fandom' in 'DQ Bakes!' campaign

Dairy Queen has launched a three-month national television ad campaign to introduce its latest product line and to celebrate the chain's fans.

September 2, 2015

Dairy Queen has launched "DQ Bakes!," a new line of hot desserts, sandwiches and snack melts. It’s the largest product launch to roll out in the brand’s 75-year history, according to a company press release. The product launch coincides with the chain’s first three-month national television campaign celebrating Dairy Queen fans and their passions.

"As the makers of ‘Fan Food. Not fast food,’ we stand for our Fans and all Fans across America," said Barry Westrum, executive vice president of marketing for American Dairy Queen Corporation (ADQ). "The launch of ‘DQ Bakes!’ and our ‘DQ Bakes!’ oven is the perfect representation of that ideology. Our Fans inspired us to create this new line of nine, high-quality sandwiches, snack melts and hot desserts which will surely give them something to cheer for."

The new television campaign that kicked off on Aug. 31 is titled "I’m a Fan" and features a Dairy Queen-original anthem released in time for the chain’s 75th "Fanniversary" year, along with five additional commercials that will begin airing this fall, the release stated. The kickoff TV spot features a variety of Dairy Queen "Fans" professing love for their favorite people, places and things, including vintage cars and the perfect nature hideout, as well as the "DQ Bakes!" products, the release stated.

The TV campaign will appear on dedicated TV programming, including morning and late-night shows. Premium placements include primetime season premieres, as well as first-time NFL in-game placements this fall.

International Dairy Queen, Inc. (IDQ), based in Minneapolis, is the parent company of American Dairy Queen Corporation (ADQ). Through its subsidiaries, IDQ develops, licenses and services more than 6,600 locations in the U.S., Canada and 27 other countries. IDQ is a subsidiary of Berkshire Hathaway Inc. (Berkshire).