Texas Dairy Queen Social

Dairy Queen wasn’t founded in Texas, but don’t tell a Texan that. In the “Lone Cone State” TDQ is a local institution. My job was to tap into that fierce, small-town pride and translate it into a social presence that felt home-grown.

I took a hybrid role, shaping both the visuals and the voice. Working directly with community managers to ensure every piece of content, whether a holiday post or product launch, sounded authentic to the audience. We even crafted physical artifacts that tapped in to Texan culture.

 
 
 
 
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Texas Dairy Queen has a unique menu split: exclusive local eats vs national treats. We made a strategic choice to keep those worlds distinct, giving the burgers and chicken a heavy does of Texan culture while keeping the Blizzards and cones true to their national. style. A tasteful balancing act for the feeds.

 

The Dude Rodeo Belt buckle

 
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For rodeo season, we designed a custom belt buckle to celebrate “The Dude” burger, giving our audience the rodeo swag they were craving. We asked fans to trade their best rodeo memories for a chance to win, generating over 300 authentic personal stories and nearly 400 shares. Proving that a physical Texan reward can drive deep, emotional engagement.

 

San Antonio Fiesta Medal

 
 

Fiesta medals are serious cultural currency in San Antonio, so for the city’s 300th anniversary and Fiesta celebrations, we released Texas Dairy Queen first ever design. I created a custom upside-down Blizzard motif that fapped directly into local collector mania. This limited run sold out quickly, showing how the brand could seamlessly fit into one of the city’s most cherished traditions.

 

National Ice Cream Day

 
 

When a soft-serve cone looks like a microphone, you have to play into it. For National Ice Cream Day, I went boots-on-the-ground to interview locals with the most hard-hitting ice cream related questions.