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The agency pitched against BMP DDB, Delaney Lund Knox Warren & Partners and Fallon to secure the brief. The work is expected to target young people from low income families using an integrated approach rather than a conventional above-the-line stance. It will focus on the UK's poorer regions.

It is thought the campaign could include establishing associated events and using viral messages. COI Communications, which oversaw the pitch, would not disclose the budget.

Minnie Moll, the HHCL marketing director, said: "It is a challenging brief which gives us a great opportunity to use our youth experience gained on brands such as Pot Noodle and Tango."

The FSA was set up two years ago to bring all aspects of food safety and standards "from farm to fork

under a single organisation.

In May 2001, the agency hired BMP to boost its image and work on key projects in the aftermath of food scares such as foot-and-mouth and BSE.

The agency also handles advertising for the Meat & Livestock Commission.

At the time of BMP's appointment, Claydon Heeley Jones Mason was also hired to develop direct marketing to professionals in the catering and food industry. HHCL's appointment does not affect BMP's tenure of the account, which is thought to be worth around £3 million a year.