The frozen-food giant is on a drive to ‘dispel the myth that frozen foods are inferior to fresh-food products’, according to Unilever Ice Cream and Frozen Foods head of corporate affairs Helen Lo.
The move follows its decision to remove artificial preservatives from its convenience-food brands and to increase the vegetable content of its children’s meals.
The business up for grabs includes the Birds Eye and Captain Birds Eye brands.
Lo said she had not yet shortlisted any firms, but was ‘sifting through a number of applications and proposals’ and expected to have put together a shortlist by next week.
Incumbent agency Cairns &Associates, which has held the account for two years, will not be repitching by ‘mutual agreement’ with Unilever.
Cairns deputy MD Charlotte Clarke said its contract had come to an end and ‘it was time for a fresh perspective’, although the agency will continue to work on other Unilever brands such as Timotei and Vaseline.
It is understood that Cohn & Wolfe, Weber Shandwick and Manning Salvage & Lee are in the frame for the work.