The appointment follows the move of Burton's creative account for Cadbury's Fingers and Wagon Wheels from Saatchi & Saatchi to FCB London last month.
McCann Erickson has won the brief to handle Jammie Dodgers.
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 past two years but is gearing up for a product launch and campaigns for 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, a group brand manager at Burton's, said: "Universal's strategic planning capability, brand understanding and creative thinking about the best way of communicating with our consumers were key to it winning the business."
Burton's is owned by the Texas-based venture capitalist Hicks Muse Tate & Furst.