When a successful burger launch sent America scrambling to find a dictionary.

When we helped Dairy Queen launch the new A.1. Bacon Cheeseburger, presentation was key. So, no expense was spared with a reveal device that would make any classically-trained British butler proud – a cloche. What is a cloche, you might be asking? It's the bell-shaped cover that goes over a meal for presentation. And if you needed a little help with that definition, you're not alone. The week that the commercial premiered, Merriam-Webster tweeted that "cloche" was the most-searched term on the site.

But it wasn't just the dictionary that was popular that week. As Little Black Book and Campaign reported, the A.1. Bacon Cheeseburger soon became the chain's most successful sandwich launch ever.