Simplot is to hold a pitch for Lean Cuisine's creative account after acquiring the licence for the brand from Nestle frozen foods late last year.
Lean Cuisine incumbent Publicis Mojo is pitching against Simplot incumbent agencies Grey and BWM for the account. The pitch is well underway with agencies presenting for the business next week.
Under the agreement reached in December 2009, Simplot took on the licence to manufacture, market and sell Lean Cuisine throughout Australia and New Zealand.
Simplot general manager retail marketing Tara Lord-Smith was unavailable for comment.
The Lean Cuisine media account was transferred from Nestle frozen foods media agency ZenithOptimedia after the acquisition to Simplot's master media buying agency Michelle & Partners without a pitch.
Lean Cuisine spent an estimated $1.4 million on main media in the 12 months to June 2010, up from $1.1 million in the previous corresponding period, according to Nielsen.
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