Mason Williams will be charged with promoting the shortlisted mums, working with celebrity ambassadors and managing the awards ceremony in February 2011.
The sixth year of the campaign will see the new agency focus on a combination of national and regional press, women's magazines and broadcast, running alongside a blogger outreach programme and a Facebook initiative.
Maureen Rice-Knight, editorial director, Tesco Magazine, said: 'We were impressed with the agency’s enthusiasm and passion for the brief. The pitch they presented us with was the ideal balance of creativity and practical communications solutions.'
It is understood the incumbent agency Borkowski did not repitch for the brief.
