Morrisons, which last month saw its bid for Safeway referred to the OFT, has handed its£8 million creative account to BDH/TBWA.
The Bradford-based supermarket chain is believed to be trying to build stronger brand awareness in the south.
BDH/TBWA group managing director Neil Griffiths said the agency planned to shape media to reflect Morrisons' geographical positioning.
He added that the amount of future advertising by Morrisons would be consistent with its investment over the past few years. Morrisons refused to comment.