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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 (5/17)
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

Momvertising Digital, TV Opps: Dean Foods to invest ‘above category levels' for brand marketing


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

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

Opportunity: During the Q4 earnings call, CEO Gregg Tanner said the company would continue to invest marketing dollars at “above category levels.” This pronouncement comes after marketing spend increased by about $20 million in 2015 (more TruMoo brands. He added: “I think you could expect that our marketing expense will continue to rise.” He, however, did not provide specifics on dollar amounts or immediate plans, so now is the time to reach out.

Sellers should note that, at least for TruMoo, the company’s  mobile presence increased in 2015 (research here). Given media buys last year (and in 2014), millennial moms and household family decision makers are the key target (in fact, TruMoo’s 2015 national TV ad was called “Family Movie Night”). 

In addition to TruMoo and DairyPure, Tanner said that the company is looking to strengthen its private label business by “strategically targeting key customers.” Therefore, sellers who can help with this B2B targeting should begin chasing these dollars down, as well. 

The company confirmed that Curiosity is creative AOR. 

Additional Information.

dairypure-est-tv-spend-01-01-2015--12-31-2015 (1)

Media Spend: For FY 2015, Tanner stated that advertising investment across all products was $45 million – a 63% increase from 2014. Most of Dean Foods’ measured media spend is allocated to broadcast and print ads, with some display ads in the mix, as well. 

dairypure-est-tv-spend-01-01-2015--12-31-2015

National TV Spend: For 2015, DairyPure spent $8.2 million on national TV ads, per iSpot (the first year it ran national ads). See charts for 2015 channel.show targeting. 

trumoo-est-tv-spend-01-01-2015--12-31-2015 (1)

TruMoo spent just slightly less than DairyPure in 2015 – $7.5 million. This is a $2.5 million increase from 2014 spend in this channel. See charts for 2015 show targeting. 

Digital Breakdown: Moat reports that DairyPure ran 15 display ads on 10 publishers in 2015 (<1% mobile). Among the publishers were oprah.com, target.com and walmart.com (45% placed site direct versus programmatic).  The brand also ran 92 high impact and four video ads last year.

For comparison, in 2014 only one display ad was run on 15 publishers (but no high impact ads). 

TruMoo ran 50 display ads on 101 publishers in 2015 (26% mobile). Top ad destinations included sheknows.com, behindthename.com, babynamegenie.com and abcnews4.com (64% placed site direct).  In 2014, TruMoo ran 31 display and 65 high impact ads on 145 publishers (<1% mobile; 41% site direct). 

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

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

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