Dairy Queen Canada has named Publicis Canada its new advertising agency of record following a formal review process.

“Publicis has a lot of great expertise and we were impressed with the agency’s fresh approach on our business. They understand our brand and we are thrilled to be working with them,” said Denise Hutton, VP marketing at Dairy Queen Canada, in a statement.

Publicis will handle Dairy Queen’s creative for all media channels. The first batch of new national television commercials will hit market this spring.

“We’re thrilled by the opportunity to work with an incredible brand and team,” said Andrew Bruce, president and COO, Publicis Canada, in the statement. “QSR is a highly competitive, fast-paced category and that’s just when we’re at our best.”

More details to come