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LOOMIS President Mike Sullivan elaborates on agency client Texas Dairy Queen’s newest product development.
The month of August marks the debut of the Desperado Hungr-Buster for Texas Dairy Queen. The burger is the latest in a series of specialty Hungr-Buster hits for the chain that have included the popular Fritos Chili Cheese Crunch Hungr-Buster, Jalitos Ranch Hungr-Buster, and the Pepper Pepper Hungr-Buster, among others.
The latest twist on Texas DQ's flagship hamburger combines the flavors of a sweet and spicy BBQ sauce with two kinds of cheeses, grilled onions and jalapeños. The burger is being introduced with heavy television support in 21 DMAs across the state through the month of August.
The popular Hungr-Buster hamburgers are only available in the state of Texas, as they are one of several food products created and delivered exclusively through Texas Country Foods for Texas DQ operators. Texas operators share the popular treats product platform that includes the Blizzard and other legendary soft serve items with the national DQ system. But, Texas operators maintain an independent food system which allows them to create menu items specifically for customers in the Lone Star State.
Texas DQ works with LOOMIS, it's marketing partner since 2002, for research and development of new food products, including all of the specialty Hungr-Busters. Agency Executive Co-Creative Directors Michael Tuggle and Tina Tackett lead the effort with food trend research, idea generation, product build, consumer testing, and naming. LOOMIS also develops and executes the creative and promotional strategies for the new products.
The Hungr-Buster hamburger was introduced in 1979 and has enjoyed consistent sales growth since then. Today, the Hungr-Buster is considered by many to be an iconic Texas brand, as is Texas Dairy Queen.
Having operated in Texas for more an 60 years, Texas DQ has become a bona fide cultural icon and enjoys generational customer support among kids, parents and grandparents alike. Few brands can claim a similar Texas heritage.
For nearly a decade, the system has celebrated its state pride with the "DQ, That's What I Like About Texas" advertising campaign. The familiar theme song, which was written and recorded by in-house LOOMIS sister company Luminous Sound, and accompanying advertising are filled with images of the chain's delicious food, treats, and drinks have proven highly effective for the brand as it continues to win fans and favor across the Lone Star State.
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