Goodfella's, the frozen pizza brand in the Northern Foods portfolio, is putting its pounds 2.5 million account out to pitch and is in the process of talking to a number of undisclosed agencies about the business.
It is not known if the incumbent agency, DDFH&B in Dublin, will be repitching for the business. The AAR is overseeing the review.
It is believed that the review has been triggered by the company's intention to extend the brand into new food areas. The winning agency will have to produce a campaign ready to air by May.
Goodfella's, whose competitors include McCain's San Marco brand, is owned by Green Isle Foods. The latter's holding company, Northern Foods, handles other brands including Fox's Biscuits and Bowyer's meat range.
It is thought the company is looking for a more creatively focused treatment than it has been running since the brand's launch in October 1993. The deep-pan pizza launched in the UK following its success in the Irish frozen single pizza market.
The TV campaign aped the gangster film Goodfellas, directed by Martin Scorsese. In the ad, a man with an Italian-American accent cooks pizza for his family as he explains that Goodfella's pizzas are made the traditional way.
The company uses St Luke's for its Fox's Biscuits ads and is thought to be contacting similarly creatively focused agencies with the Goodfella's brief.
The media account held by BBJ is not thought to be affected by the review.
Both Green Isle Foods and DDFH&B were unavailable for comment as Campaign went to press.