TBWA, which had worked for the Centura-owned sauces brand for more than six years, dropped the business following increasing conflict between its work for Sharwood's and Masterfoods' Seeds of Change sauce range.
TBWA has strengthened its place on the Masterfoods' roster over the past few months by securing the Twix, Galaxy and Starburst business from Grey London (Marketing, 5 November).
Centura is expected to draw up an agency shortlist for Sharwood's in the new year. It is believed that the company will approach Sharwood's other roster agency, Bartle Bogle Hegarty, which was hired last year to replace Saatchi & Saatchi on the £2m Bisto account.
TBWA's resignation of the account coincides with a shift in brand direction to emphasise the premium nature of Sharwood's products. It follows the appointment of Katherine Rose as Centura marketing director in September.
Earlier this month Sharwood's revised its brand identity through Jones Knowles Ritchie, extended its range of frozen ready meals and added a Noodles of Asia line (Marketing, 15 December).