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Dean Foods Company | Company Profile, Marketing Contacts, Media Spend, Brands




Dean Foods, based in Dallas, TX, is one of the nation's largest processors of fresh milk and dairy products. The company operates in three business units: Dean Dairy Group, WhiteWave Foods, and International. The company's brand portfolio is sold in the U.S. and abroad.

Main Telephone (214) 303-3400
Main Fax (214) 303-3499
Primary Address
2711 North Haskell Avenue
Suite 3400
Dallas, TX 75204
USA

Dean Foods Company Contacts

Contacts (5/16)
Name Title State
Ralph S. Chief Operating Officer TX
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (214) 303-3400
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2711 North Haskell Avenue
Suite 3400
Dallas, TX
75204
USA

Chris B. Chief Financial Officer TX
Kim W. Executive Vice President & Chief Human Resources Officer TX
Gregg T. Executive Vice President, Supply Chain TX
Matt W. Senior Vice President - West Region TX

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Adohr Farms *
Alta Dena *
Aunt Jane's *
Barber's *
Berkeley Farms *

Agency Relationships


Brand Agency Service From To
***** ***** *** ******* ********* AOR - creative unknown present
********* ******* *****, ***. media buying unknown present
********* ********* *********** AOR - creative unknown present
**** ***** ******* ******* *****, ***. media buying 2015 present
****** ********* *********** AOR - creative unknown present

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DailyVista

H2 Media Opps: Dean Foods to increase ad spend for DairyPure through 2015


Subject: digital, TV, print, online, sponsorship, experiential, shopper

Company: Dean Foods Company, based in Dallas, is one of the nation's largest producers of fresh milk and dairy products.

Opportunity: In May, DailyVista told you about Dean Foods intention to put a “significant marketing effort” behind the launch of DairyPure milk (more here). Now, CEO Gregg Tanner said in the Q2 earnings call that, since the launch, Dean Foods has committed additional advertising investment to promote DairyPure through the balance of 2015. DairyPure is being promoted as a cost-effective source of protein and has allowed Dean Foods to take advantages of the efficiencies of national media with one clear voice, according to Tanner. Therefore, look to secure last minute and supplemental millennial and momverdising dollars. Media is handled in-house. 

The milk category has been struggling in the last few years,. but Tanner spoke of several positive trends that indicate headwinds may be abating, including the rise of birth rates for the first time since the recession and the moderation of cereal consumption declines. Regarding cereal declines, he said that even though there is a definite shift to on-the-go breakfast offerings, the deceleration marks a positive trend since breakfast milk consumption represents about 30% of daily consumption occasions. 

Additional Insight    

 

Media Spend: According to Kantar Media, Dean Foods spent $70.4 million on measured media in 2014 – a decrease of 15.4% from 2013. Most of this was allocated to broadcast ads ($43.03 million), while print received $25.3 million.  

TV Breakdown: ISpot.tv reports that Dean Foods has allocated $7.6 million to DairyPure for national TV ads. The most money has been spent to air ads on fyi, TNT, HGTV, CBS and E! during shows such as “Today,” “Castle,” “The Young & the Restless,” “Keeping Up With the Kardashians” and “Botched.”

Digital Breakdown: Per Moat, DairyPure has run eight standard display ads on six publishers so far this year (<1% mobile): oprah.com, target.com, walmart.com, sheknows.com, wctv.tv and pregnancyandbaby.com. Three video ads have appeared on 10 sites, with activity led by youtube.com, coolmath-games.com, fox2now.com and barstoolsports.com. 

Competitors:  DairyPure is trying to convey the message that you don’t have to spend the money on organic milk in order to reap its benefits. This makes organic brands, such as Horizon, Stonyfield, Clover Farms, Organic Valley and 365 Organic, among its biggest competitors.

Dean Foods Company 
2711 N. Haskell Ave.
Suite 3400
Dallas, TX 75204
(214) 303-3400

Greg Schwarz 
Vice President, Marketing
(214) 303-3400
greg_schwarz@deanfoods.com

John Scandrett 
Director, Marketing
(214) 303-3400
john_scandrett@deanfoods.com