ConAgra taps Grey for Healthy Choice

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ConAgra has moved its $37 million Healthy Choice business to Grey Advertising, New York, from Campbell Mithun Esty, Minneapolis. Grey already handled about $20 million in ConAgra billings with its Banquet, Butterball, Hebrew National, Kid Cuisine and Marie Callender brands.

Although ConAgra said the switch was "a friendly one, driven primarily by ConAgra's move to an umbrella brand development strategy," the Grey assignment follows a pitch that Bozell Worldwide and Weiden & Kennedy participated in along with the incumbent, according to an executive familiar with the shift.

In a statement, ConAgra said the new communications strategy posed a conflict for Campbell Mithun in several food catetories including popcorn, cereal, cheese, bread and pizza.

The Healthy Choice line, although it has 300 products and $1.5 billion in sales, has seen its growth slow precipitously as consumers turn to other low-fat and in some cases, better tasting alternatives.

Copyright August 1998, Crain Communications Inc.

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