Rustlers, which is owned by Kepak Concenience Foods, appointed Droga5 London without a pitch.
Droga5 London is tasked with creating campaigns across TV, online and social media for the UK and Ireland, with the first work expected in the autumn.
BJL previously created Rustlers’ advertising in the UK, including the "hunger monkey" TV spots in 2014, while MediaCom last handled the brand's UK media planning and buying.
Simon Walker, the chief executive of Kepak Convenience Foods, said: "The Rustlers brand is in a very competitive and challenging category, which makes creative marketing all the more key."
"Droga5 London is known for its strategic and creative acumen, and we’re excited to put that to use as we work to engage and connect with our consumers in compelling ways."