Client: Dairy Queen
Dairy Queen Canada faced a familiar challenge: Blizzard® sales drop by up to 35% during the winter, when frozen treats fall out of mind. With a modest budget and fewer locations than competitors, the brand needed a bold idea to stay relevant. The solution came from embracing winter itself. In five of Canada’s snowiest cities, Dairy Queen transformed ordinary snowbanks into giant Blizzard® treats, complete with oversized red spoons and colourful candy toppings. By tapping into real-time weather data, the installations appeared at the height of a blizzard, making the campaign timely, culturally resonant, and impossible to miss. The playful stunt quickly became a social media phenomenon, generating over 21 million impressions with no paid media support. More importantly, it shifted behavior, driving a 10% increase in February Blizzard® sales year-over-year, and proving that even in the coldest months, Blizzards® belong at the top of Canadians’ cravings list.
