The agency will handle brands including Jammie Dodgers and Wagon Wheels. Its appointment follows the move of Burton's creative account from Saatchi & Saatchi to FCB London last month.
Universal pitched against BLM Media for the media business, which was previously held by Vizeum. Naked Communications also loses its communications planning business on Wagon Wheels.
Burton's has not spent significantly in the pasty two years but is gearing up for the launch of a new product and for campaigns to support Jammie Dodgers and Cadbury Chocolate Fingers.
Damian Blackden, the joint managing director of Universal McCann, said: "This win demonstrates the quality of our strategic team -- it's going to be good to add some real value to Burton's business."
Duncan Philips, group brand manager at Burton's, said: "Its [Universal's] strategic planning capability, brand understanding and creative thinking about the best way of communicating to our consumers were key in it winning the business."
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