Pierson Grant & Dairy Queen

Pierson Grant has partnered with social, sports and community influencers for a variety of clients to generate media and social media coverage. 

For more than 20 years, Pierson Grant promoted menu items and charitable initiatives for International Dairy Queen (DQ), often leveraging influencers to spread their message.

To help give a “face” to Dairy Queen products, we once challenged Mark Cuban—the outspoken owner of the Dallas Mavericks and Shark Tank television show star—to manage a Dairy Queen for a day after it was nationally publicized that he made a disparaging remark during a Mavericks game. Cuban accepted the challenge and the event garnered more than $20 million in promotional value for a “Blizzard” of international publicity, with proceeds going to charity.

Among the celebrities we engaged for Miracle Treat Day, the fundraising event benefiting DQ’s national cause partner Children’s Miracle Network Hospitals, were three-time U.S. Olympic medalist skier Lindsay Vonn; the star of Sister, Sister Tia Mowry and actress Tori Spelling, among others. They all supported the day with public appearances that were covered by media and widely shared throughout various social media platforms.

We launched Dairy Queen’s Girl Scout Blizzard on the Today Show and the S’mores Blizzard with Warren Buffet.  We also introduced a new DQ beverage platform with four-time Olympic medal gymnast Shawn Johnson and, to promote DQ’s new $5 Buck Lunch, we secured Joe Flacco, star quarterback #5 with the Baltimore Ravens, who surprised guests at the drive-through window during the same year the team won the Super Bowl.

With other clients, we’ve also worked with the U.S. Men’s National Soccer Team, model Niki Taylor, actress Diane Keaton, Tampa Bay Rays, New Orleans Saints wide receiver Jarvis Landry, former Miami Heat star Alonzo Mourning and New York Giants star Landon Collins.