Craft Public Relations has been named PR agency of record for Tim Hortons, one Canada’s most famous brands.

The 15-person agency will lead all PR strategy and execution, working with DDMG for Quebec. The account had previously been with North Strategic.

Craft president Lisa Pasquin did not respond to interview requests but said in a release that “[t]here is perhaps no brand in Canada with a greater story than Tim Hortons. The role Tim Hortons plays in the lives of Canadians and in Canadian communities is unparalleled, and it’s an honour to have the opportunity to work on this business.”

Pasquin started Craft Public Relations five years ago, and clients include Nintendo Canada, Moosehead Breweries, GE Appliances, Earth’s Own and Travelzoo.