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The original shortlist also included Mother, but the agency's work was not picked to go into research. The pitch was handled by COI.

Farm will be briefed with creating a campaign to warn consumers about the dangers of improper food hygiene, in a bid to cut down cases of food poisoning and foodborne diseases.

The commercials will be based on the FSA's "4 Cs" strategy, which it launched in 2006. These are: keeping hands and surfaces clean; cooking food properly; chilling food properly and avoiding cross-contamination.

The work will break in time for Christmas, and will include instructions on the proper method of defrosting a turkey.

The brief does not include the FSA's food-labelling and salt-reduction account, which is handled by Grey. The agency picked up the business following its United merger.

In August, the FSA kicked-off a review of its £2 million direct marketing account. It is aiming to appoint three agencies to the business.