3 Monkeys Communications has been appointed for a six-figure sum to persuade Surrey residents to reduce the amount of landfill waste they create.
The county's businesses, particularly small-to-medium-sized enterprises, will also be targeted.
This follows a report commissioned by the council that revealed that while residents are good recyclers, they still generate more waste per head than the national average.
The agency's tactics will include targeting consumers with text messages as they go about their weekly shopping, thereby encouraging them to think about the amount of non-recyclable packaging they purchase.
The seven-strong team will also target regional and national media and is currently working on viral ideas to coincide with the strapline 'There are 3Rs in Surrey: Reduce, Reuse, Recycle'.
The announcement follows a six-way pitch process that one 3 Monkeys staffer described as 'intense'. The agency's head of consultancy Ali Gee will report to Surrey County Council head of communications Louise Footner.
The aim of the campaign is to meet government targets for waste reduction and recycling which are calculated from a nationwide target set by the EU.