The agencies are believed to be Bartle Bogle Hegarty, DDB London, JWT, Leo Burnett, McCann Erickson, TBWA\London and Delaney Lund Knox Warren & Partners. Abbott Mead Vickers BBDO, the incumbent, will be included in the review automatically.
The process, which is being coordinated by the Haystack Group, could result in Jamie Oliver being axed as brand spokesman. The chef has fronted the supermarket's campaign for the past five years and his contract is due to expire in May.
The review comes as a Mintel survey reveals most consumers believe the quality of food is more important than the endorsement of celebrity chefs such as Oliver or Gordon Ramsay.
In the survey, only 18% of people admitted they responded to celebrity endorsements of food, while 98% said a well-known name was no guarantee of quality. A third said stars only backed products for the money.
It is bad news Ramsay, who has started to offer luxury readymeals, starting at £26 for a dinner for two.
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