Grey Advertising NY and Dairy Queen have ended their relationship after 15 years. Grey had worked with DQ since 1997, but EVP/Marketing Barry Westrum said the competitive nature of the fast food industry calls for a change in Dairy Queen’s ad strategy.
Said Westrum in a statement: “The QSR category is highly competitive and is at a crossroads.”
He noted that despite a strong relationship with Grey, Dairy Queen is looking for a change and wants to put in place a new agency by early 2013, said AdAge: “Our franchisees are hard-working business leaders in their communities who are passionate about their business. Our intention is to provide them with the best advertising campaign that promotes our great food and iconic treats and differentiates us from the rest of the quick-service category. …The iconic nature of the brand and charm is authentic to DQ. It is something everyone, no matter where you are, can relate to. Together with our franchisees, we want that reflected in our advertising.”
DQ is currently conducting a creative agency search. Ad Age reports Grey has declined to participate in the review.
“We’re extremely proud of the work we’ve done with them. We understand that this is part of the business and wish them nothing but the best.” Michael Houston, managing director of Grey New York told Ad Age.
A subsidiary of Warren Buffet’s Berkshire Hathaway, Minneapolis-based Dairy Queen has over 6,000 franchises in 20 countries.
