Healthy Choice Moves to Leo Burnett

NEW YORK ConAgra has moved creative for its estimated $35 million Healthy Choice brands account from Grey Worldwide’s Earl Grey unit to Leo Burnett, according to a client representative.

The move was made as part of a “periodic review” of brand resources, the representative said.

Media planning and buying remain at Grey’s MediaCom.

Grey has handled Unilever’s Slim Fast products since 1987. The company is expanding beyond shakes and bars into other types of food that could be considered a conflict with Healthy Choice, sources said. Slim Fast spent $115 million in U.S. media last year, according to CMR.

ConAgra is looking for Burnett to provide “new thinking and a fresh approach for maximizing the brand’s potential,” according to the representative.

Grey will remain on the ConAgra roster, which it joined in 1991, continuing to handle the Omaha, Neb., client’s Beatrice Foods division, including its dairy, frozen foods and Butterball brands. ConAgra spent a total of about $150 million on U.S. ads in 2002, per CMR.

A Grey representative in New York referred calls to the client. Leo Burnett executives in Chicago declined comment.