Dairy Queen chief brand officer resigns

Dairy Queen chief brand officer resigns

Michael Keller leaves to head Pearson’s Candy Company

Michael Keller has resigned as chief brand officer of International Dairy Queen Inc. to become president and chief executive of St. Paul, Minn.-based Pearson’s Candy Company, the company said Wednesday.

Dean Peters, Dairy Queen’s associate vice president of communications, said the brand is currently searching for Keller’s replacement. Dairy Queen president and chief executive John Gainor will oversee brand-marketing strategy in the interim, Peters said.

Under Keller’s leadership, Edina, Minn.-based Dairy Queen executed marketing campaigns for the brand’s 70th anniversary and the 25th anniversary of its signature Blizzard treat, as well as the recent rollout of the Mini Blizzard.

Marketing research firm Ace Metrix recently named the chain of more than 4,500 units the “Most Effective QSR Advertiser” to date for 2011 [3]. The study showed that Dairy Queen’s “Ri-DQ-lous” television commercials resonated with viewers more than rivals with bigger marketing budgets.

International Dairy Queen Inc. is a subsidiary of Omaha, Neb.-based Berkshire Hathaway, controlled by investor Warren Buffett.

Contact Mark Brandau at [email protected] [4].
Follow him on Twitter: @Mark_from_NRN [5]