• by Fern Siegel , July 24, 2024

Independent agency SPCSHP just got a sweet deal.

American Dairy Queen has selected the company as its creative AOR and strategic partner in the U.S. The assignment was awarded after a competitive review. The company spent an estimated $113 million on measured media in 2023, according to agency research firm COMvergence. 

Barkley was the incumbent.

The new agency's first work is expected in 2025.

“We are excited about the forward-thinking perspective to integrated marketing campaigns that SPCSHP will bring to ADQ,” said Becky Felling, vice president, marketing communications, U.S. at ADQ.

SPCSHP's charge is to reestablishing the brand's food positioning and afford greater visibility to its extensive hot food menu. ADQ also wants to boost growth.

Ranae Heuer, CEO at SPCSHP, added: “DQ restaurants have an incredible fan base. We’re looking forward to fostering more DQ fans delivering against and advancing digital sales goals together.”

SPCSHP has done previous client work for Starbucks, Chas, and PepsiCo.

International Diary Queen, the parent company of American Dairy Queen Corp. and Diary Queen Canada, is based in Minneapolis. IDQ, a subsidiary of Berkshire Hathaway, serves more than 7,500 Dairy Queen restaurants in 20 countries.

The first Diary Queen restaurant opened in Joliet, Illinois, in 1940.