Tesco is reviewing its communications strategy as it looks to improve its brand perception in the UK.
The grocer has put its £110m advertising account up for tender and the review will be run by Oystercatchers.
Incumbent agency The Red Brick Road will pitch for the brand communications activity while continuing to work on trade communications.
Tesco is in the process of finalising its strategy for the UK business after recording its first profit warning in two decades in January.
Chief executive Philip Clarke is expected to reveal a significant investment in the UK shopping experience when the retailer reports its full-year results next Wednesday.
Tesco group marketing and digital officer Matt Atkinson said: “We really value the work The Red Brick Road has done for us and will continue to do on our trade communications, which represents a major part of our marketing work.
“During the time we have worked with The Red Brick Road the way brands and consumers engage has changed and it seems to be a good opportunity for us both to step back and take a fresh look.”
Paul Hammersley, managing partner at The Red Brick Road, said: “We completely respect Tesco’s decision to review their needs at the brand level at this time of great change for their business but obviously believe that we have all the resources and thinking they need here under one roof.”