Simplot has appointed Grey Melbourne to its $1.4m Lean Cuisine creative account after a competitive pitch.
The pitch was prompted by a change of licensee owner, with the rights to Lean Cuisine moving from Nestle to Simplot.
Grey, which already handles part of Simplot's portfolio of brands, pitched against incumbent Publicis Mojo and fellow Simplot agency BWM.
Under the agreement reached in December 2009, Simplot took on the licence to manufacture, market and sell Lean Cuisine in Australia and New Zealand.
Grey general manager Randal Glennon told AdNews the Lean Cuisine account will join Simplot brands John West and Leggos, which are already handled by the agency.
The Lean Cuisine media account was transferred from Nestle frozen foods media agency ZenithOptimedia 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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