The process is being handled by Oystercatchers and precedes a major repositioning for the brand later in the year, with work expected to break in the autumn.
MediaCom had been invited to repitch but was told by Rustlers after initial meetings between agencies and Oystercatchers that it will not be retained. Rustlers’ owner, Kepak Convenience Foods, is hoping to appoint an agency in early May after a "comprehensive review of its media buying strategy".
Last month, Rustlers appointed Droga5 London as its UK creative agency without a pitch. BJL previously created Rustlers’ advertising, including the "hunger monkey" TV spots in 2014.
A spokesman confirmed the review to Campaign and said: "Following initial pitches, MediaCom have been advised they will not be retained, but we would like to thank them for all their support and contribution to Rustlers’ growth in recent years."