Domino’s Pizza has chosen lg2 as its new creative and strategic agency for Canada following a competitive review.

Well known for its brand reinvention story over the past decade, Domino’s is also renowned for its continued willingness to try breakthrough advertising and marketing, and as an innovator when it comes to delivery. But much of that story comes from the U.S., and the brand has not been particularly active in terms of original Canadian creative and campaigns.

Tapping one of the top agencies in the Canada, with a reputation for standout creative, may suggest that’s about to change.

The hiring of a new agency also comes after two years in which the delivery category was turned upside down by the explosive growth in third-party delivery apps like Uber Eats, DoorDash and Skip The Dishes.

“We chose lg2 not only for their strategic and creative approach, but for the natural chemistry that occurred between our two teams,” said Ken Harrison, CMO of Domino’s Pizza of Canada, in a release. “In a short amount of time, they were able to demonstrate their deep knowledge of the market and our consumers, as well as the added strategic and creative value they would bring to our brand.”

The chain has 574 stores across Canada, and the release said the mandate for lg2 is to help grow the business “across all of Canada.” The assignment will be shared between the agency’s Toronto and Quebec City offices.

“We’re thrilled and honoured to welcome Domino’s Pizza of Canada to the lg2 group,” said Jeremy Gayton, president of lg2 Toronto. “As one of the most admired brands in the world, we look forward to helping them grow in the Canadian market by bringing our high level of creativity to their already successful marketing track record.”