EMS won the contract following a three-way pitch and is charged with reaching "people with heart problems and their families", as well as increasing calls to the charity's Heart HelpLine.
Promotional activity – including plasma screens showing a related television advert – will run in Asda supermarkets in four regions of the UK: North East and North West England, South Wales and Central Scotland, all of which have higher than average incidence of heart disease.
The contract win follows EMS's 2008 roadshow campaign for the British Heart Foundation, in which free heart health checks were offered on a custom-built vehicle at selected Asda stores in the North East.
"Unlike the roadshow, which delivered a very personal experience, the new campaign will focus on creating as much noise and awareness as possible for large groups of time-poor shoppers," said EMS account director Justin Isles.