general Mills Restaurant has pulled the advertising assignment for its 70-restaurant Red Lobster chain from Doner Schur Peppler of Toronto and moved it to Grey Advertising, New York.

A statement from the General Mills head office in Orlando, Fla. says the decision to consolidate North American advertising with one agency was made in a bid to increase efficiency and streamline marketing efforts.

One position within Red Lobster’s Canadian marketing department was affected by the move but a spokesperson for the company would not be specific.

Doner Schur Peppler has worked on the Red Lobster business for about a year.

Canadian media placement is handled by Murtagh Thom Media of Toronto.

This past summer, Grey Canada’s retail division was awarded the account for Olive Garden, the General Mills chain of 22 Italian restaurants. PS