The golden arches are shining over the Toronto office of Tribal DDB. The Omnicom-owned agency has been officially named digital agency of record for McDonald’s Canada.

After taking part in a March RFP (in which it partnered with Montreal’s BleuBlancRouge), Tribal worked with the QSR chain on projects for the launch of its McCafé coffee brand and redesigned McDonalds.ca.

For the McCafé launch, Tribal developed an experience within the revamped brand site (accessible from McCafe.ca) that focused on each new specialty coffee products.

Giving Tribal and BleuBlancRouge the reigns to its English and French Canada digital accounts, respectively, streamlines McDonald’s digital agency portfolio. Prior to the review, several agencies had contributed to the restaurant’s digital efforts, including its mass agency of record, Cossette.

“Tribal DDB Canada’s digital innovation and creative approach made them an ideal partner as we continue to transform our brand,” said Joel Yashinsky, McDonald Canada’s senior vice-president of marketing, in a release. “We’ve already made a strong connection with the team and are impressed by their vision of how we can better connect with consumers through digital channels.”

The account will be serviced primarily from Toronto, but Tribal can call in assistance from its Vancouver office when needed, as well as tap into DDB Canada, with which it is fully integrated.