Grey New York has won Stouffer’s Lean Cuisine’s creative business after a review that also included 360i, Santo and incumbent JWT New York, sources said.
Lean Cuisine's media spending totaled about $30 million last year, down slightly from almost $33 million in 2012, according to Kantar Media.
Grey execs declined to comment, referring calls to reps at Nestlé, who did not respond to inquiries.
360i is thought to have been named Lean Cuisine's lead digital agency. Reps at that shop declined to comment.
JWT won the Nestlé core brand in early 2011 after Lean Cuisine parted ways, after more than a decade, with what was then Euro RSCG in late 2010. Lean Cuisine was the last major piece of Nestlé business at the agency, now called Havas Worldwide.
Last year, Nestlé awarded its U.S. media and planning business to Grey’s WPP corporate sibling GroupM, which has serviced the account from operating units like MediaCom, MEC, Mindshare and Maxus.