Over the past four years, 3 Monkeys held a combined brand and product PR account, until a review was launched in December with the supermarket saying it would have one agency for product and one for brand.
Cirkle was picked ahead of Stir PR, Lexis and 3 Monkeys for the product account, after a pitch at the end of January at which 3 Monkeys and Cirkle were the final two shortlisted firms.
PRWeek understands the process of selecting a brand PR agency is ongoing and is likely to conclude towards the end of March. A wider marketing support review has seen various other agencies appointed including Publicis London as lead creative agency, but the financial PR account held by Citigate Dewe Rogerson is not under review.
Andy Atkinson, group marketing and customer director at Morrisons, thanked 3 Monkeys for its work with the company, and said: "We have been impressed by Cirkle’s creativity and understanding of our business. We look forward to working with it to showcase Morrisons' products to the media and other influencers."
This is the first time Cirkle – which was 69th in PRWeek UK's Top 150 for 2015 – has worked with a major retailer; its clients are predominantly FMCG brands.
Cirkle MD Ruth Allchurch said: "We are delighted to be appointed by such a fantastic British brand as Morrisons. We will work closely with its in-house team to drive fame across its product ranges and footfall in its stores."