Zenith Media is poised to win the &£6m media buying and planning accounts for Premier International Foods.
The agency is understood to have won a final pitch against other agencies, which included incumbent BBJ. The process was handled by the AAR.
Premier International Foods group marketing director Ivor Harrison refused to comment as Marketing Week went to press.
The company, which owns brands including Typhoo tea, recently split its creative accounts between two agencies.
Creative agency Fallon won the company’s flagship Typhoo tea account, worth about &£3.5m, as well as work for London Fruit & Herb, HP Beans and Smash.
Delaney Lund Knox Warren will continue to handle Cadbury hot chocolate drinks, but also gained the Chivers and Hartley’s preserves accounts as well as Haywards pickles.
WARL, the incumbent on the HP and Smash brands, and Leith London, lost out.
Mother, which handled Typhoo, decided to resign the account after the pitch was called.
The agency was responsible for creating controversial character Tommy Singh, an Indian tea plantation owner who featured in Typhoo ads last year.