BTTF, headed by Peacocks clothing chain chief executive Richard Kirk, bought the loss-making stores from Somerfield for an undisclosed sum. The chain had used Band & Brown Communications, which continues as Somerfield's agency.
BTTF planted ex-Formica European MD Paul Niklas as CEO of Kwik-Save. He has defended the business, which generates around £500m annually but is losing £40m a year. Reports have suggested some of Kwik Save's 3,000 staff could lose their jobs.
The Think Tank said it would use regional campaigns to engage small local communities where most Kwik Save outlets are found.