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Nestle Dreyer's Grand Ice Cream Holdings, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Nestle Dreyer's Grand Ice Cream Holdings, headquartered in Oakland, CA., is a Nestlé subsidiary that makes premium ice cream and frozen dairy desserts under its namesake brand for distribution in the country's western states, and under the Edy's brand name elsewhere in the US. Brands include Grand, Haagen-Dazs, Nestle, Starbucks and The Skinny Cow. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **

Main Telephone (510) 652-8187
Main Fax (510) 601-4405
Primary Address
5929 College Avenue
Oakland, CA 94618
USA

Nestle Dreyer's Grand Ice Cream Holdings, Inc. Contacts

Contacts (5/27)
Name Title State
Robert K. President - Nestle Ice Cream CA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (510) 652-8187
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 5929 College Avenue
Oakland, CA
94618
USA

Steve P. Director, Customer Marketing CA
Jessica V. Director, Marketing - Innovation & Nestle Brands CA
Kevin G. Director, Marketing - Snacks CA
Maggie H. Senior Manager, Consumer Insight CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Dreyer's *******
Edy's *
Nestle Dreyer's Grand Ice Cream Holdings, Inc. *****
Haagen-Dazs ********
Outshine *

Agency Relationships


Brand Agency Service From To
**** ***** **** creative unknown present
******'* ******, *********** & ******** AOR - creative, media buying & planning 2003 present
******'* ******* **** Public Relations unknown unknown
******'* ********** ***** Media Buying, Media Planning unknown present
******'* **** ***** AOR - digital 2014 present

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WinmoEdge

TV, Digital Opps: Haagen-Dazs launches first campaign from new AOR


Subject: TV, digital, print, social media, outdoor, Hispanic

Brand: Nestle Dreyer’s Grand Ice Cream Holdings

Opportunity: Just launched its first campaign with new US creative AOR JWT, New York. The “äah,” campaign, in which the brand plays off of its own name, recently debuted with two new 15-second national TV spots. They’ll be supported with a four-city outdoor campaign next month.

Haagen Dazs’ ad presence in the past has skewed towards print; however, last year, broadcast comprised almost the entire budget. So, expect TV to remain the highest spending channel this year, as well as a bigger splash from OOH. But also look for digital to become more available, as the brand has already run more digital in these past few months than it did for all of last year.

Therefore, TV and digital focused sellers should reach out to secure last minute buys for Q2 and Q3, as these are the brand’s highest ad spending periods. Hispanic focused sellers should pitch too since Haagen-Dazs’ new TV ads will run in  Spanish on Hispanic focused networks. 

Media planning and buying is being handled by Ketchum

Additional Insight

Incumbent: Goodby Silverstein & Partners, who quietly lost the ice cream brand on April 1, had Haagen-Dazs since 2003. 

Media Spend: According to Kantar Media, the brand spent $14.8 million on measured media in 2015. About 99% of that went towards broadcast, while the rest was divided among print, digital and Hispanic media recap. 

TV Breakdown: So far this year, Haagen-Dazs has spent $582,054 on new campaign national TV ads. Running four ads, the brand released “Aah” and “Pure,” as well as their Spanish counterparts, “Aah” and “Puro,” in which the same ads were translated for Hispanic network TV. 

Digital Breakdown: According to Moat, since January, Haagen-Dazs has run five standard display ads and one video ad on 26 publishers (<1% mobile), with 8% placed sire direct versus programmatic. Top ad destinations have included topix.com, halfbakedharvest.com, target.com, answers.com, carscoops.com, homeaway.com and indiatimes.com.

This is an increase in comparison to the same period in 2015, when only two standard display ads appeared on z100.com. In fact, for all of 2015, the brand only ran 12 standard and one video on give publishers, with 97% of them placed site direct. 

Winmo)
5929 College Avenue
Oakland, CA 94618
(510) 652-8187

Temi Lane
Marketing Manager, Haagen-Dazs
(510) 652-8187
temi.lane@us.nestle.com

Kerry McLaughlin
Associate Brand Manager, Haagen-Dazs
(510) 450-4545
kerry.mclaughlin@us.nestle.com