Like
the heartbeat of America Dairy Queen (DQ)
is nestled into the heartland of the US and the minds-eye of consumers when
summer hits. Well, this year, DQ is once
again edifying its relationship with consumers with the launch of Box of Happy—a first of its
kind, experience-centric subscription box filled with hands-on fun. Customers
can sign up at DQBoxofHappy.com to receive three months of
summer-themed kits, each bringing to life a quintessential seasonal activity
with a delicious twist.
Steven Johnson,
Grocerant Guru® at Tacoma, WA based Foodservice Solutions® believes
that success does leave clues and DQ has picked up the ‘best’ from subscription
services and is edifying it’s top of mind position with families for
generations with this Limited Time Offer.
Maria
Hokanson, executive vice president of Marketing at American Dairy Queen
Corporation (ADQ) stated “Although subscription boxes are hugely popular,
today’s families are seeking unique experiences instead of more stuff,”
“DQ is taking a fresh approach with Box of Happy, inspiring parents and
kids alike to make the most out of every moment of summer.”
DQ fans
can get all three boxes—from June through August—for $45, while supplies
last. A three-month subscription includes a total of $30 in DQ gift
cards, so families can explore the NEW Blizzard Treat flavors with their
monthly deliveries.
Hokanson continued
“Families create and savor sweet memories whenever they visit
a DQ store,”. “Box of Happy extends this delightful experience
outside of our restaurants, bringing families together over campfires, road
trips and more—experiences that shape the season just as much as enjoying
soft-serve in the sunshine.”
Created in
partnership with The Coca-Cola
Company, each month’s Box of Happy will provide families with an experience
focused on a classic summer activity. How are you leveraging your partnerships
for customer relevance?
June: Camp-In Box
The
Camp-In Box is designed for families to explore the great outdoors in the
comfort of their own living room with a box full of the happiest indoor camping
gear on earth, including:
·
A
built-in, faux, non-flammable campfire designed to work with a smartphone to
create a warm glow and crackling sounds of a real summer bonfire.
·
A DQ Camp-In
Shadow Puppet Storybook and two flashlights, to create handmade critters and
imagine stories with kids, parents and friends alike.
·
A
$10 DQ gift card to try the June Blizzard of the
Month
July: Water Park Box
July’s
box will allow fans to turn their front yards in to a water park with a
collection of fun, joy-filled water games and challenges for the entire family,
including:
·
A
waterproof box that opens to reveal a built-in, twisting sprinkler
·
A
Splashdown activity booklet full of water-fueled outdoor games
·
A $10 DQ gift
card to try the July Blizzard of the Month
August: Road Trip Box
Near or
far, the Road Trip Box aims to make fans’ journeys as happy as the
destination with supplies for their next family adventure, including:
·
A
built-in smartphone camcorder case to capture smiles on the go
·
An
original “Memory Maker” card set with prompts of what to capture along your
journey
·
A
$10 DQ gift card to try the August Blizzard of the
Month
Although
Box of Happy shipments are limited to the first lucky fans who can snag one of
the three-month subscriptions, special elements from each kit will be available
to the public during the first week of each month. For example, once the June
Camp-In boxes are mailed to subscribers, the DQ Camp-In Shadow Puppet
Storybook will be available for digital download at DQBoxofHappy.com.
According
to Johnson, “Brand relevance is in part driven with innovation in new menu
related products in combination with new avenues of distribution all of which
are the platform for the new electricity.”
Johnson
stated “that in my minds-eye the new electricity must be very efficient for the
supply and includes such things as fresh foods, plant based foods, sampling, toy’s, beer, developing brands,
unique urban clothing, grocerant positioning, Fresh food messaging,
autonomous delivery, cashier-less retail, plates, glasses, cash-less payments,
digital hand-held marketing.
All
food retailers to survive the next generation of retail must embrace the
artificial intelligence revolution while simultaneously embracing fresh
food that is portable, fresh, with differentiation that is familiar not
different.
For
international corporate presentations, educational forums, or keynotes contact:
Steven Johnson Grocerant Guru
at Tacoma, WA based Foodservice Solutions.
His extensive experience as a multi-unit restaurant operator,
consultant, brand / product positioning expert and public speaking will leave
success clues for all. For more information visit www.GrocerantGuru.com , www.FoodserviceSolutions.us or call
1-253-759-7869
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