LONDON — Morrisons is reviewing its agency roster and is looking for one firm to handle its consumer brand and product PR.

It’s a change in approach for the fourth-biggest British supermarket chain, which currently works with Cirkle for product PR and The Academy for consumer brand support.

Cirkle has worked with Morrisons since March 2016, when the retailer appointed it as its first dedicated product PR agency after a competitive pitch. It was the first retailer on the agency's client roster.

The Academy (then known as Shine @ The Academy) was appointed as Morrisons’ retained brand agency shortly afterwards. Morrisons had previously used 3 Monkeys on a combined brand and product brief.

Cirkle’s product PR campaigns over the past four years have included launching a ‘Foot Long Sausage Roll’ during the football season, a ‘Trick or Treat’ pizza at Halloween, a ‘Vegan Pork Pie’ at Christmas, a ‘Volcanic Vindaloo’ during National Curry Week and ‘The Daddy of All Steaks’ for Fathers’ Day.

The Academy’s work has included launching Morrisons’ partnership with Deliveroo this year to ensure households in lockdown could have access to household essentials.

It is not known whether The Academy and Cirkle are repitching for the combined account; neither has responded to a request for comment. Morrisons was also unavailable for comment.