Could we have seen the last of those crabs?

ZPG is looking for new advertising agencies for both its Zoopla and uSwitch brands, according to trade publication Campaign.

It says that previous agency Brothers and Sisters has decided not to re-pitch.

Zoopla appointed Gary Bramall last year to succeed Gareth Helm as chief marketing officer, and it was Helm who came up with the crabs concept, based on the idea that hermit crabs move home a lot.

The ads were clever, very expensive to make, and while we are pleased that no crabs were hurt in the process . . . they were oddly unengaging, proving that there is a lot to be said for a fluffy kitten or an Andrex puppy.

Alex Gibson, head of brand marketing at uSwitch, and Rich Houston, head of consumer marketing at Zoopla, said in a statement: “Brothers and Sisters have done a great job for us over the last few years and we are grateful for their passion and enthusiasm.

“Both brands are, however, competing in highly competitive marketplaces and we feel that we could benefit from a fresh set of eyes looking at the opportunities that exist for each.”