The agency took the account from DLKW Dialogue as part of a four-way pitch managed by the COI, which included Agency.com and Wheel.
The £275,000 brief includes the development of online advertising and the design of a website set to launch next month in time for the new term. I-level will handle the media planning and buying for the brief.
Grand Union will be tasked with driving awareness of learning support available to 16-19 year olds, and the website will feature information on different types of support available plus repayment and application details.
The campaign will have the department's 'Aimhigher' branding and incorporate the strap line, 'Study first. Pay back when you're earning.'
Barry Duffy, senior marketing manager at the DFES, said: "We were looking for a creative idea that will stand out in busy online environments and encourage young people to visit our website where they can find out about the package of financial support available to them.
"We had the luxury of a great range of work to choose from and we selected Grand Union's idea for its single mindedness and impact."
A second-tier campaign for the department will launch on TV, radio and press next month with creative handled by DLKW, TV buying through Carat, radio through Starcom and press through MediaCom.
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