Wheel, which won the business in a competitive pitch against a number of undisclosed agencies as well as incumbent Media.com, will handle Blue Square's digital media and advertising.
The Rank Group-owned business is aiming to use online ads to drive traffic to its Blue Square, Mecca Bin-go and Hard Rock Casino websites.
Blue Square marketing director Nic Wenn said the work will support its print and tactical advertising by attracting punters 'from across the board'.
Activity being considered by Wheel includes search engine optimisation, advertising and affiliate marketing. All work will run in parallel, as part of a renewed focus on digital marketing.
This article was first published on Marketing