As temperatures drop and ice cream sales usually follow, Dairy Queen Canada has found a poetic way to keep the frozen treats flowing this fall: by turning maple leaves into discount coupons.
In collaboration with Publicis Canada, the brand has launched “Falling Treats,” a digital campaign that invites Canadians to scan a maple leaf with Snapchat to unlock special offers and free desserts.
By transforming one of Canada’s most beloved national symbols into a digital touchpoint, Dairy Queen bridges nature and indulgence in a playful, unexpected way. Each fallen leaf becomes a chance to enjoy a Blizzard, or any frozen favorite, simply by scanning it through the Snapchat Lens “Falling Treats.”
The activation rewards users with digital coupons that rotate weekly and are exclusive to DQ Rewards members. It’s a clever way to blend seasonal creativity with loyalty engagement, all while keeping the brand top of mind during colder months.
A Perfectly Seasonal Experience
“Falling Treats” reimagines what seasonal marketing can look like. Rather than accepting the slowdown of autumn, DQ celebrates it, turning every walk through a pile of leaves into a gamified experience.
For Candida Ness, Vice President of Marketing at Dairy Queen Canada, the campaign captures “the joy of transforming a simple, familiar action into a moment of happiness.” It’s an experience designed for a mobile-first, younger audience, meeting them where they already play and connect on Snapchat.
Publicis Canada’s creative concept sits at the intersection of experiential marketing and gamification, reminding us that innovation doesn’t have to come from technology alone, it can start with something as natural and timeless as a leaf.
Trillions of maple leaves fall across Canada each year; with “Falling Treats,” each one now carries the potential for a small, shared moment of delight.
The campaign is amplified through BuzzFeed partnerships and creator collaborations, ensuring the joyful spirit of the idea spreads far beyond the forest floor.
With Falling Treats, Dairy Queen isn’t just promoting ice cream, it’s turning Fall into an interactive celebration, where nature itself becomes part of the reward.
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