: : : DQ: Dairy Queen /// 2016 : : :

Grill or Chill

Challenge
Dairy Queen was entering the Egyptian market – and they wanted to make some serious noise. The tasty kind.

What made the brand unique?
It brings together two extremes under one roof: sizzling grilled favorites and velvety soft-serve ice cream.

But how do you turn that contrast into a clear, crave-worthy message?

The idea
Grill or Chill?
A simple question with maximum flavor.

The campaign’s creative engine was built on the duality of the brand:
Hot vs. Cold.
Crunch vs. Cream.
Fire vs. Frost.

This playful opposition became the visual and verbal heartbeat of the campaign – a delicious back-and-forth that teased both tastebuds and curiosity.

The Execution
In a series of bold, humorous visuals, the two worlds collide:
– A burger fuses with a waffle cone
– Ice cream sits beside grilled meat
– Dessert and dinner swap roles in surreal, eye-catching mashups

Contrasting visuals created strong shelf appeal and street presence – while a wink of humor made everything more shareable.

Rollout included: – Outdoor: Billboards & citylights across Cairo
– POS materials: Elevator wraps, menu boards, in-store hangers
– Digital: Facebook & Instagram campaigns, online display banners
– Print: Magazine ads
– Branding: Packaging and vehicle wraps

The result
A punchy, playful debut that stuck in people’s minds – and their feeds.
The campaign didn’t just attract attention – it sparked conversation and was shared widely across platforms.

Dairy Queen quickly earned its place as the “coolest” new player on Egypt’s fast-food stage.
Grill or Chill?
Why not both.

Client: Dairy Queen (DQ)
Agency: Strategies BBDO - Cairo
Creative & Art Direction: Ahmed Ghandour
Copywriter: Noura Yousri
Producer: Mohamed Gelela
Managing Director: Mariam Maggar