The account had been with Grey Global Group's Grey Worldwide, New York, for four years. A ConAgra spokesman said the company shifted the account to get "new thinking and a fresh approach to maximize the brand's potential."
"From time to time, brands review their resources, and that's why this move was made," the spokesman added.
ConAgra, headquartered in Omaha, Neb., spent $35 million in measured media last year against the brand, according to Taylor Nelson Sofres' CMR.
The ConAgra spokesman said Grey is still an important part of the company's roster, as it remains agency of record for other brands including Hebrew National, Armour, Redi-Whip and Butterball.