DQ® Brand Celebrates All Things Fandom in New DQ Bakes!™ Campaign

From sheltie fans to vintage car fans to R&B music fans and everything
in between, the Dairy Queen® system
dedicates national ad campaign to Fans

MINNEAPOLIS–(BUSINESS WIRE)–Say hello to DQ Bakes!™, the DQ® system’s
new line of innovative hot desserts, sandwiches and snack melts. DQ
the largest product launch to roll out in the brand’s
75-year history, is introduced with the brand’s first three-month
national television campaign celebrating Fans across the country.

The Dairy Queen® system has become
overtly focused on its loyal Fans since 2012. The brand taps its devoted
fan base to gain insights on initiatives from advertisements to social
campaigns, and even new menu items like DQ Bakes!™. The DQ
brand’s newest national ad campaign launching DQ Bakes!™ brings
the Fandom message to life by celebrating people and their passions.

“As the makers of ‘Fan Food. Not fast food,’ we stand for our Fans and
all Fans across America,” said Barry Westrum, executive vice president
of Marketing for American Dairy Queen Corporation (ADQ). “The launch of DQ
Bakes!™ and our DQ Bakes!™ oven is the perfect
representation of that ideology. Our Fans inspired us to create this new
line of nine, high-quality sandwiches, snack melts and hot desserts
which will surely give them something to cheer for.”

The new television campaign is titled “I’m a Fan” and features a DQ-original
anthem released in time for the DQ system’s 75th
Fanniversary year, along with five additional commercials that will
begin airing this fall. The kickoff TV
showcases a wide variety of DQ Fans not only professing
love for their favorite people, places and things including vintage cars
and the perfect nature hideout, but also delicious DQ Bakes!™
products. The spot also features a surprise appearance from a well-known
celebrity music icon and his hit music video.

The three-month TV campaign for DQ Bakes!™ kicks off on
Aug. 31 and will appear on dedicated TV programming including morning
and late night shows. Premium placements include primetime season
premieres as well as first time NFL in-game placements this fall.

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 9.9 million
friends and become a friend at facebook.com/dairyqueen.

About IDQ

International Dairy Queen, Inc. (IDQ), based in Minneapolis, Minn., is
the parent company of American Dairy Queen Corporation (ADQ). Through
its subsidiaries, IDQ develops, licenses and services a system of more
than 6,600 locations in the United States, Canada and 27 other
countries. IDQ is a subsidiary of Berkshire Hathaway Inc. (Berkshire),
which is led by Warren Buffett, the legendary investor and CEO of
Berkshire. For more information, visit DairyQueen.com.


For International Dairy Queen, Inc.
Anita Strohm,
Miller, 618-334-7891