The global food manufacturer has approached its roster agencies with a view to holding a pitch.
Kraft is understood to be keen to increase its CRM spend on Philadelphia, having not invested much in the discipline in recent years.
Philadelphia does not have a retained DM agency as it has historically assigned briefs to its roster shops on a project basis. A number of agencies sit on the Kraft DM roster, including DraftFCB, MRM Worldwide, Chemistry and Proximity.
JWT London handles all of the above-the-line work for Philadelphia. Last month, the agency released a new spot that looked at the ways that the cream cheese could be used in cooking.
The ad showed a family using the product in different meals, and carried the strapline: "Why just spread it?"
Kraft revamped Philadelphia last year to update the brand's image. The rebrand, which was devised by the design agency Holmes & Marchant, was supported by a £5.5 million marketing campaign, created by JWT.
Further activity included a six-figure deal with UKTV, which saw Philadelphia funding a series featuring the TV chef Simon Rimmer. Simon Rimmer's Dinners consisted of ten 30-minute shows, which aired daily on UKTV's Good Food channel.