Alongside its existing creative remit on the retailer's brand, BBH will now be responsible for Tesco’s more price-driven trade advertising, which was previously handled by Tag.
The move significantly reduces Tag’s account, although it will still work with Tesco on creative production work including point of sale and web production activity.
A Tesco spokesman said: "Tag will continue to provide creative production services to Tesco and remain a valued supplier."
Meanwhile Tesco is "exploring options" on other parts of its marketing activity.
In his original statement on the BBH appointment, Tesco chief executive, Dave Lewis, said BBH would focus on "advertising and customer relationship marketing".
When Tesco shifted its £110 million ad account to BBH without a pitch in January, it rejected suggestions that Tag or Helia would lose their business as a result.
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