Bel UK is part of Bel Group, which is Europe's largest make of processed cheese.
The agency will be charged with building the company's profile and increasing its share of voice across the various retail channel press, including grocery, convenience and independents.
Activity will focus on the company's entire UK portfolio which includes The Laughing Cow, Mini Babybel, Leerdammer, Boursin and Port Salut. In addition to trade PR, Mercieca Ltd will also be handling the company's trade communications including advertising, media buying and creative execution as well as the development of a brand new corporate website.
The account will be led by Mercieca's PR director Jonathan Patterson, reporting to Bel UK's trade marketer, Kate Lincoln.