- Dairy Queen is bringing Taylor & Swift to the halftime show, in a playful social Super Bowl campaign that promotes the QSR brand’s new Chicken Strip Party Platters.
- The ad stars Tyrod Taylor and D’Andre Swift, who explain that they are football players.
- The first three spots will drop on DQ social channels this week, while the final spot will debut on social during halftime on Sunday.
Early on in the Super Bowl planning stage, rumors swirled that pop icon Taylor Swift would perform during the halftime show. Dairy Queen decided to have fun with this idea and feature the two football players whose last names happen to be Taylor & Swift for their ad.
“We saw an opportunity to have some fun with the moment and deliver something unexpected for fans,” said Maria Hokanson, executive vice president of marketing at American Dairy Queen Corporation (ADQ).
The game is a big day for hosting and is one of the biggest days of the year for consumers to buy snacks and order delivery. Dairy Queen wanted to get into the action with a spot that promotes its fast casual menu.
“The big game is more than just a sporting event – it’s a cultural moment when fans consider the food and ads nearly as important as the game itself,” explained Hokanson. “With the advertising space crowded around the big game, instead of fighting for attention with traditional tactics, we launched a social-first campaign to help break through the noise. By leaning into a pop-culture obsession in a fun, clever way, we’re able to drive awareness for our new Chicken Strip Party Platters timed to a day when catering and group ordering is top of mind.”
