DQ® Brand Invites America to Get Upside Down and Reach 20 Million Blizzard® Treat Flips

Participating DQ® locations serve the Blizzard® Treat upside down or it’s free in April.

MINNEAPOLIS - March 30, 2015 – This April, the Dairy Queen® system, a Berkshire Hathaway (NYSE: BRK.A and BRK.B) company, is celebrating its 75th “Fanniversary” by highlighting the legendary brand treasure, the Blizzard® Treat, and asking America to #GetUpsideDown with a Blizzard Treat.

When Fans visit their local participating DQ or DQ Grill & Chill® restaurant and order any Blizzard Treat during the month of April, it will be served upside down, or it’s free on their next visit.

“Thinking differently and celebrating an upside-down philosophy runs deep in the DQ system,” said Barry Westrum, executive vice president of Marketing for American Dairy Queen Corporation (ADQ). “It started by inventing soft serve and eventually led us to develop the Blizzard Treat. Creating a Blizzard Treat is an art, and the theater created when we flip it is unmatched anywhere in our industry. This is a big way we demonstrate that we are Fan Food. Not fast food.”

During April, the DQ system is inviting Fans to #GetUpSideDown in partnership with OREO®, America’s favorite cookie and the key ingredient in one of the DQ system’s best-selling Blizzard Treats of all time. Highlighting the Blizzard Treat’s thick, creamy soft serve, premium ingredients like OREO® cookie pieces and DQ crew member preparation, the DQ brand is challenging Fans to visit their local DQ store, get an OREO® or different flavor Blizzard Treat, and test the DQ brand’s flip skills. Fans can share this experience using #GetUpsideDown to help reach 20 million Blizzard Treat flips in April.

75th Fanniversary April Blizzard® Treat of the Month

To make April even better for Fans, the DQ brand is introducing a new Fan-tested favorite, the Salted Caramel Truffle Blizzard Treat, as the April Blizzard of the Month. The indulgent treat was the best-performing test Blizzard Treat of all time, making it the perfect option for the DQ brand’s year-long “Fanniversary.” The decadent treat combines million-dollar ingredients like gooey, salty caramel truffles, buttery, crunchy toffee, rich cocoa fudge and choco chunks. Blended with the DQ brand’s unmatchable, decadent soft serve and served upside down, the Salted Caramel Truffle Blizzard Treat is likely to become the most un-shareable Blizzard Treat of all time.

“Fans have tasted many Blizzard Treat favorites, but the Salted Caramel Truffle Blizzard Treat is perfection,” said Westrum. “It’s our best-testing Blizzard Treat in the 35-year existence of the Blizzard Treat, and solidifies why the flavor is ideal for our 75th Fanniversary celebration. It was a Fan favorite in testing, with a top ranking in overall satisfaction.”

The Salted Caramel Truffle Blizzard Treat comes in four sizes, and can be served in a waffle cone or made into a DQ Cake to enjoy with others during spring celebrations.

For more information about the Dairy Queen system, visit DairyQueen.com. Connect with the DQ system on Twitter using #LOVEmyDQ and follow the brand at twitter.com/dairyqueen. Visit the DQ Facebook fan page, which has more than 9.5 million friends and become a friend at facebook.com/dairyqueen.

About ADQ

American Dairy Queen Corporation (ADQ), which is headquartered in Minneapolis, Minn., develops, licenses and services a system of more than 6,400 Dairy Queen® stores in the United States, Canada and 25 other countries. ADQ is part of the Berkshire Hathaway family of companies led by Warren Buffett, the legendary investor and CEO of Berkshire Hathaway. For more information, visit DairyQueen.com.

About Mondelez International

Mondelez International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2013 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelez International is a world leader in chocolate, biscuits, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Cadbury, Cadbury Dairy Milk and Milka chocolate, Jacobs coffee, OREO, LU and Nabisco biscuits, Tang powdered beverages and Trident gum. Mondelez International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com and www.facebook.com/mondelezinternational.

SOURCE American Dairy Queen Corporation (ADQ)


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Dairy Queen (also known as DQ) is an ice-cream shop and fast-food restaurant franchise based in the United States and founded in 1940.


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