Following a competitive pitch, Colle McVoy has been named creative agency of record for DQ.

The agency's remit is strategy, creative, digital and social. The quick-service restaurant's goal is to transform the brand's image — a full-meal destination versus a second stop. DQ has tasked the agency with modernizing the customer experience.

The brand's first original organic content starts begins this month and heads into next year. DQ's first integrated campaign is scheduled for early 2026. A plus for Colle McVoy is its Midwestern roots. Both companies are headquartered in Minnesota.

To date, the agency has done social-media work for DQ's organic social channels: National Ice Cream Day on July 20 and miracle Treat Day July 31.

“DQ holds such a special place in culture and people’s lives, and we couldn’t be more excited to help write its next chapter,” said Jessica Henrichs, CEO, Colle McVoy. “This is more than a partnership to us. It’s a shared journey to reimagine the brand experience while honoring its iconic legacy.”

Dairy Queen, founded in Joliet, Illinois, in 1940, was a staple of small-town American life for decades. It operates globally on franchises. It has also been a key setting in literature, such as Catherine Gilbert Murdock's YA novel "Dairy Queen," Larry McMurtry's essay collection "Walter Benjamin at the Dairy Queen" and Susan Gregg Gilmore's "Looking for Salvation at the Dairy Queen."

ColleMcVoy has done client work for La-Z-Boy, Perdue, Frank's RedHot and Target.