Unilever Foods UK is understood to have invited Mother to pitch on a new brief for PG Tips, against incumbent DDB London.
It is understood the pitch is in its very early stages.
It is believed the branding campaign is due later in the year and that DDB has already completed the brand’s summer campaign, a link-up with the World Cup, including its &£5m World Cuppa promotion.
The loss of the &£10m account would be a huge blow to DDB London as the agency is understood to have worked with the PG Tips since 1922. The agency developed the iconic PG Tips Chimps, which were axed from the tea brand’s advertising in 2002 after 45 years.
The agency replaced the chimps with the plasticine birds – called the T-Birds – that share a house. The sitcom-style television advertisements were based on real-life diaries of 20-something housemates.
Mother has strengthened its relationship with Unilever over recent weeks after scooping the &£10m Pot Noodle account. The business was previously handled by United, formerly known as HHCL, for 12 years (MW January 19).
Unilever’s decision to look outside its traditional roster of agencies is understood to be the result of a change of strategy at the company. It is keen to move away from traditional television advertising and use a broader range of media.