MWWPR, one of the top global independent public relations agencies, today announced it has been selected as the public relations agency of record by American Dairy Queen Corporation (ADQ). The global quick service restaurant (QSR) brand has more than 4,600 locations in the U.S. and is known for making happy with its food and treats. The DQ® brand engaged a search consultant for its first-ever formal public relations agency search, and MWWPR was selected from a review of more than a dozen mid-sized agencies.
“DQ is an iconic brand and there is great opportunity to leverage the powerful legacy and joyful nostalgia it evokes in a culturally relevant way,” said Bret Werner, president at MWWPR. “Elevating heritage brands is our bread and butter, and we’re proud to partner with DQ to bring brand stories to new audiences in 2020 and beyond.”
MWWPR assembled a custom, integrated team led from its NYC headquarters to implement modern brand campaigns that attract top media attention and consumer engagement. The team, which excels in uniting consumer marketing, corporate reputation and issues management through its CorpSumerTM approach, will focus on engaging new audiences for the DQ brand. MWWPR will manage creative activations and media strategy for all brand initiatives, including but not limited to new menu offerings, limited-time promotions and brand partnerships.
“This year marks 80 years of smiles at DQ, so there’s no better time enlist a new strategic partner to help us make the future even sweeter,” said Maria Hokanson, Executive Vice President of Marketing at American Dairy Queen (ADQ). “We are confident that MWWPR’s passion for the brand and the agency’s modern approach to public relations and breakthrough creative ideas will help us become the most fun-filled, fan-filled QSR brand in America.”
The DQ brand is the latest addition to the agency’s diverse client roster across the food and beverage industry that includes Red Lobster, Smithfield Foods and Barefoot Wine, among others.