A light-hearted DQ Canada campaign began after Florida Panthers player Brad Marchand created a viral moment during Game 3 of the Eastern Conference Final against the Carolina Hurricanes. 

At the intermission, Marchand was caught on camera spooning what many assumed was a DQ Blizzard Treat in the dressing room. 

Marchand, a Nova Scotia native, joked that it was DQ’s Chocolate Chip Cookie Dough Blizzard Treat – “the best dessert in the world” – when, in fact, he was eating some honey to boost his energy for the next period.

As the Edmonton Oilers face the Panthers in the Stanley Cup finals (Panthers lead the series 3-2), DQ Canada couldn’t let the moment pass without a little good-natured chirping back at Marchand. 

The ice cream maker and fast-food chain launched a cheeky playoff activation in Edmonton between June 12 and 14 that included a series of in-arena and out-of-arena activations.

In stores, the Blizzard flavour was renamed “Chocolate Chirp Cookie Dough.”

Free custom-branded fan signs were handed out to fans in Edmonton’s Ice District for extra TV exposure, and social media chirps were aimed at Panthers player #63. Other OOH included LED truck ads near the arena and the players’ hotels.

Candida Ness, VP of marketing at DQ Canada, says, “At DQ Canada, we’re always looking for authentic, timely ways to show up in culture, especially when our brand becomes part of the conversation, like it did with Brad Marchand’s viral Blizzard Treat moment. 

“Being able to tap into these cultural sparks in real time allows us to connect with fans in a fun, relevant and uniquely Canadian way that builds brand love and reinforces what people already know: that Blizzard Treats are legendary.”

Publicis handled the marketing creative and strategy for the campaign, Dentsu Media led media buying, and Media Profile handled PR. DQ is not an official sponsor of the NHL, NHL Canada or the Edmonton Oilers. Rather, the campaign was more of a fun trend-jumping moment.