Dairy Queen(R) Launches the 25th Birthday of the Blizzard(R) with a
Head-Turning Blizzard(R)mobile

High resolution photo available upon request

North American celebration highlighted by giveaways of new Mini Blizzards kicks off in New York City and comes to Toronto, Calgary and Vancouver

BURLINGTON, ON, April 6 /CNW/ - Martina McBride, Gwen Stefani, Mark Cuban and Warren Buffett have all served Dairy Queen(R) Blizzard(R) Flavour Treats from behind the counter. Now as part of its 25th birthday celebration, the iconic Blizzard hits the open road.

Treat category leader Dairy Queen unveiled a custom-designed Blizzard(R)mobile that will roll out to 25 cities across the U.S. and Canada, distributing more than 75,000 free new Mini Blizzards, about half the size of a small 12 oz. Blizzard, which will be available in DQ(R) restaurants in August. The tour, which kicks off in New York on April 8 and 9, will be a high energy celebration around the Blizzardmobile that includes activities, games, music, a chance to win prizes and giveaways of tens of thousands of the free Minis, all while raising awareness and funds for Children's Miracle Network.

The Blizzardmobile will be making its way to Canada as well, stopping in London, Ontario May 17, Toronto, Ontario for a huge event May 18, Vancouver, British Colombia July 26 and 27 and Calgary, Alberta August 12 and 13.

"We had a pretty warm winter so we decided it was important to bring the Blizzardmobile to Canada as it makes its journey across North America this summer," said Denise Hutton Vice President Marketing, Dairy Queen Canada Inc. "The Blizzard is our signature product and such a huge part of our DQ culture that it was imperative that Canada be part of the 25th birthday celebration tour."

The entire world can connect with the Blizzardmobile by tracking it online at Facebook.com/DairyQueen through photos, videos and blog posts. A complete list of future tour stops and dates is also available on Facebook. Visitors online will also find a series of webisodes starring Blizzard's first family the Blizzmann's. The webisodes trace the Blizzmanns' life on the road chasing the Blizzardmobile complete with sing-a-longs, teenage crushes, a run-in with the police and make-up lessons from disgruntled clowns.

In addition, Dairy Queen is hosting several other activities online including photo and video contests. The celebrations and contests will be promoted on Facebook.com/DairyQueenCanada, Facebook.com/DairyQueen, Twitter.com/DQCanadaTwitter.com/DairyQueen and blog.DairyQueen.com.

"This is a momentous chapter in Dairy Queen history as we celebrate the 25th birthday of our signature Blizzard Treat and the 70th anniversary of the brand," said Michael Keller, chief brand officer for International Dairy Queen, Inc. "Dairy Queen is all about connecting with our customers and the Blizzardmobile will engage Blizzard fans all over North America with the treat they love in exciting new ways. This is a one-of-a-kind celebration for an iconic brand with a vehicle that will be hard to miss both in person and through an integrated online marketing campaign."

    The Blizzardmobile

The body of the Blizzardmobile is shaped like the 25th birthday cup topped with an Oreo(R) Blizzard, including the red spoon. Red spoons also decorate the top of the truck's cab and serve as windshield wipers. Upside down Blizzard cups have replaced the side mirrors. Red lips, a staple of Dairy Queen's television commercials, adorn the front, side and rear of the truck. The side panels will open into the truck's interior where more than 2,000 Blizzard samples will be served in each city.

"Our goal was for this truck to really stand out as it drove through cities and towns across North America," said Keller. "And I'd say we accomplished that. It's definitely noticeable."

Custom designed for fun with activities that will connect Blizzard fans with their favourite treat, the Blizzardmobile will stop at several select locations in each of the 25 cities during the tour. Some stops will feature an extensive celebration that includes an emcee, music, photo opportunities, a "snow storm," free Mini Blizzards and a chance to experience the Blizzard(R) Blaster - a giant, upside down, inflatable Blizzard cup filled with chilled, swirling vanilla-scented air. Blizzard fans will don goggles and arctic mittens fashioned with oversized spoons as they step into the Blizzard Blaster for 25 seconds to try and grab coupons, amid swirling confetti, for prizes. Some stops will be quick sampling events at local DQ stores determined by Blizzard fan club members who will vote to decide at which location the vehicle will stop.

    Online Promotions

Fans also can join in the festivities online with two creative promotions, "Operation Happy Birthday" and "Capture the Cup."

"Operation Happy Birthday" launches May 1 on the Dairy Queen blog and invites bloggers, video bloggers, families and anyone with a camera, camcorder or mobile recording device to record and submit a video clip, no longer than one minute, with their most original, creative or funny version of singing "Happy Birthday" to the Blizzard. Purchase not required and submission information is available May 1 at blog.DairyQueen.com. The challenge ends Aug. 1, when 100 videos will be selected and featured on Dairy Queen's Facebook page and YouTube channel. The top 100 entrants will receive a $25 Dairy Queen gift card.

The "Capture the Cup" photo contest launches on June 1 on the Dairy Queen Facebook page and invites DQ fans to submit photos of themselves interacting with a Blizzard in both fun and unique situations and places. Fan votes throughout the contest will determine the best photo. The winning photographer will be awarded free Blizzards for a year. The contest and voting run from June 1 - July 31. Information and rules will be posted to Facebook.com/DairyQueen by June 1.

    A Season of New Blizzard Flavours

In new flavour news, Dairy Queen Canada continues the 25th Birthday of the Blizzard celebration in-store with new Blizzards beginning in April with the Ooey Gooey Caramel Brownie Blizzard. New Blizzard of the Month flavours also will be introduced in May, June and July.

Then from April 19-25 Dairy Queen Canada locations will celebrate Customer Appreciation Week when fans can buy one Blizzard and get a second for 25 cents.

"Our fans own the brand and we are celebrating their loyalty with what we know will be an amazing Customer Appreciation Week. This is our biggest in-store promotion of the year and it's just in time for treat season," added Keller. "The primary experience with the Blizzard is in the hearts and minds of our customers. When we introduced the Blizzard in 1985 it changed the concept of treats. We were the first and continue to be the best."

The incredible popularity of the Blizzard brand is what led Dairy Queen to initiate the Blizzard Fan Club in 2005. Today the Fan Club is nearly 2.3 million members strong and growing. Log on to the Web site at BlizzardFanClub.com. Members receive six free Blizzards a year.

For more information about Dairy Queen, visit the Web site at DairyQueen.com.

    About IDQ:

International Dairy Queen (IDQ), which is headquartered in Minneapolis, Minn., develops licenses and services a system of more than 5,700 Dairy Queen(R) stores in the United States, Canada and other foreign countries. IDQ is part of the Berkshire Hathaway family, a company owned by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. For more information, visit DairyQueen.com.


For further information: For further information: Alanna Banks, Direct: (416) 453-0764, alanna.banks@mediaprofile.com

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