McDonald’s Canada created a real flurry in the city of Bathurst, N.B, to help kick-off the 20th anniversary celebrations for the dessert.

Bathurst is the city where the McFlurry was first created; local franchisee Ron McLellan made the first versions of the treat, which is now served in 99 countries worldwide.

To celebrate the anniversary of his creation, McDonald’s Canada gave away a McFlurry to each of the city’s 12,000 residents, while man-made flurries fell over McLellan’s restaurant.

The massive McFlurry giveaway kicked-off a cross-country truck tour, which will be sampling the treat at stops across Canada over the summer.

In addition to the tour, McDonald’s Canada is celebrating the McFlurry anniversary with a multiplatform campaign, featuring TV and cinema spots as well as a digital contest offering Canadians the chance to upload a McFlurry selfie for the chance to win a trip to Argentina, Italy or Japan as a McFlurry Ambassador. Media for the campaign was done by OMD, with Cossette on the TV spots, Tribal DDB on the digital, Prime Marketing on the truck tour and Weber Shandwick handling public relations.

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The Canadian tour and international contest plays into the campaign’s theme of “created in Canada, and loved around the world,” says Solange Bernard, senior manager of advertising and media at McDonald’s Canada.

Image (left to right):  John Betts, president and CEO, McDonald’s Canada, Ron and Gail McLellan, local McDonald’s franchisees