Dairy Queen® Canada launches new “Upside Down or Free” guarantee with a gravity defying circus performance

To Press Releases listToronto, ON
May 14, 2013

On the heels of Chris Hadfield’s return to Earth, Yonge-Dundas Square was turned on its head as a troop of acrobats performed a gravity defying circus act in celebration of Dairy Queen® Canada’s new Upside Down or Free guarantee. DQ® Canada promises to serve its iconic Blizzard® treat upside down and if not, it’s free.

As the public watched the inverted performance, an army of Blizzard® experts satisfied the audience’s collective sweet tooth with the distribution of 10,000 free mini Kit Kat® Blizzard treats in exchange for donations to Children’s Miracle Network®.

“Serving Blizzard® treats upside down is what differentiates us from the rest,” said Denise Hutton, Vice President, Marketing Dairy Queen Canada. “It’s a signature move that proves the quality of our product being thick-enough-to-be-turned-upside-down-without-losing-a-drop.  We had to celebrate this new promise with something over-the-top and an aerial acrobatics circus show really fit the bill!”

For nearly three decades Dairy Queen® has been defying gravity serving billions and billions of Blizzard® treats upside down to the enjoyment of customers young and old. The new Upside Down or Free guarantee is a permanent promise and is available in-store to start.

“Today’s acrobatic performance was yet another incredible moment we’ve had the pleasure of being a part of thanks to our nearly 30 year partnership with DQ® Canada,” said John Hartman, Chief Operating Officer, Children’s Miracle Network®. “What better way to show appreciation to the Blizzard® treat’s legions of fans than by announcing a new customer promise with a truly memorable event experience.”  

“I can’t think of a better way to kick off Blizzard’s newest twist than with an upside down circus,” said Jan Fuller, Marketing Leader, Confectionery, Nestlé Canada Inc. “Kit Kat was thrilled to help celebrate the iconic treat today and serve thousands of mini- Kit Kat® Blizzards – upside down of course.”

About Dairy Queen Canada

Dairy Queen Canada is a wholly owned division of International Dairy Queen. IDQ is part of the Berkshire Hathaway family, a company controlled by Warren Buffet. In Canada, IDQ develops, licenses and services a system of more than 590 Dairy Queen (84 per cent of which offer Orange Julius) and 52 Orange Julius stores featuring signature products such as Blizzard treats, DQ cakes, Premium Fruit Smoothies and Julius Originals, along with soft serve, burgers, chicken, blended drinks made from oranges and other fruit flavours, and various snack items. For more information, visit DairyQueen.ca, Like DQ on Facebook, and follow DQ on Twitter.

About Children’s Miracle Network

Children’s Miracle Network® raises funds for 170 children’s hospitals, 14 of which are in Canada. These hospitals, in turn, use the money where it’s needed the most. When a donation is given, it stays in the community, ensuring that every dollar is helping local kids. Since 1983, Children’s Miracle Network has raised more than $4 billion, most of it $1 at a time. These donations have gone to support research and training, purchase life-saving equipment, and ensure excellence in care, all in support of our mission to save and improve the lives of as many children as possible. Learn more at ChildrensMiracleNetwork.ca.

About Nestlé Canada

Backed by more than a century of research and experience, Nestlé Canada's vision is to be Canada’s number one food and beverage company, helping Canadians live happier and healthier lives. Nestlé in Canada manufactures some of the world's most recognized and trusted brands, including NESTLÉ PROFESSIONAL, STOUFFER'S, LEAN CUISINE, NESQUIK, NESTLÉ GOOD START, POWERBAR, HÄAGEN-DAZS, KIT KAT, NESCAFÉ, NESTLÉ PURE LIFE, NESTLÉ DRUMSTICK and Nestlé Purina BENEFUL. Nestlé in Canada employs approximately 3,600 people in more than 20 manufacturing sites, sales offices and distribution centres across the country.