The Northern Foods brand has sent out an integrated online and offline brief to agencies, stating that there would be a pitch between up to six agencies.
Andrew Hanson, head of communications for Northern Foods, said the review was ‘about ideas and creative support'.
‘We want to see what new ideas we can generate,' he added.
Hanson said the review to be held in the next few weeks was a ‘routine exploration' which was part of its annual brand planning work.
But one agency, which declined to pitch for the business, said: ‘It is a full brief which focuses on suffering sales and a need to do something different following their TV ads and sponsorship.'
Hanson said Goodfella's agency Farm Communications would be involved in the review, along with ‘a small number of agencies'.
The brand is attempting to highlight a more ‘family feel', said Hanson, continuing from its recent sponsorship of ITV Saturday night shows You've Been Framed and Harry Hill's TV Burp.
Farm said it was not aware the account was up for review but that Goodfella's was in discussions with the agency to look at the future plans for the brand.
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