The Dairy Queen system, the international retail food and treat category leader and part of Berkshire Hathaway announced a strategic marketing partnership for Jurassic World, the long-awaited next installment of Steven Spielberg’s groundbreaking Jurassic Park series.

“Beginning May 25, our fans can visit participating Dairy Queen and DQ Grill & Chill restaurants to experience some of the unique and creative ways we are bringing Jurassic World to life in our locations,” says Tim Hawley, vice president of marketing communications for American Dairy Queen Corporation. “We have six specially designed Blizzard cups inspired by movie moments, in-store signage, and point-of-sale materials worthy of selfies. Our film-inspired Jurassic Smash Blizzard Treat and Jurassic Snack Wrap Duos … promise an adventure in every bite.”

This is the first major motion picture collaboration for the iconic treat leader in more than 20 years and comes as the brand celebrates its 75th anniversary. The DQ marketing campaign for Jurassic World, includes television and digital advertising, as well as social media and PR support.

“We are absolutely thrilled to be partnering with Universal Pictures for the new Jurassic World promotion,” Hawley says. “Like the Dairy Queen system, the Jurassic Park franchise has a tremendous fan base and incredible staying power. This is a spectacular cross-promotional, retail marketing program for us to kick off the summer season and it is certainly one of the highlights of our 75th Fanniversary year.”