StopPress understands that Goodman Fielder has narrowed its search for a new creative partner down to three possible suitors.
The incumbent Shine, FCB and Y&R are understood to be vying against each other for the Goodman Fielder portfolio, which includes Meadow Fresh, Vogel's, Puhoi Valley, Freya's and a number of other brands.
The account has been with Shine since 2013 when the agency won the business after a competitive pitch.
While Goodman Fielder doesn't rank as one of the biggest spenders in the market, the account would be a substantial win for any of the agencies involved.
Earlier this month, Goodman Fielder launched a heart-warming campaign for Vogel's, featuring eight Kiwis with unique back stories coming together for breakfast.
The campaign by Shine was well-received, with Kiwis applauding the creative across social media channels.
Goodman Fielder is yet to respond to our request for comment on the pitch.