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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

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

Contacts (5/28)
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

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

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Dreyer's Grand Ice Cream picks new Prez, CEO

The Story
Dessert and frozen treat giant Dreyer’s Grand Ice Cream announced the appointment of Mike Mitchell to the role of president and chief executive officer, according to the company.
Mitchell joins the Oakland, Calif.-based company from his previous stint as president of sales at Dreyer’s owner Nestlé USA. There, he was responsible for all retail sales for supermarkets, mass merchandising, discounters, club stores, drug stores and military since 2002.
Prior to that, he served as president and general manager of the beverage division of Nestle USA, where he was responsible for overseeing the entire beverage operation in the United States including the Coffee-Mate, Nesquik, Nescaféand Juicy Juice brands.
Dreyer’s Grand Ice Cream Inc. manufactures, markets and distributes a series of ice cream and frozen snacks under the Dreyer’s/Edy’s, Edy’s, Slow Churned, Loaded MAXX, Fruit Bars, Dibs, Nestlé Crunch, Drumstick, Butterfinger, Toll House, Push-Up, Delicias, Frosty Paws, Eskimo Pie, The Skinny Cow and Haagen-Dazs brands.
The Research
Mitchell will replace retiring CEO Timothy Kahn in his new leadership role at Dreyer’s Grand Ice Cream.
He brings a great deal of marketing experience to this position, including a job as senior vice president of sales and marketing at Nestlé Food Services, where he created a stronger focus on strategic development and long-term growth.
Director of Consumer Communications Dori Sera Bailey told DailyVista that because Mitchell just started his new position this month, it would be too early to address specific marketing-related questions.
“On the PR front, we work with Ketchum PR in San Francisco and SZPR in San Diego,” she said. “On advertising, we work with Goodby Silverstein and Partners in San Francisco, and JWT in New York.”
Our source said that project work tends to crop up “pretty infrequently,” so this may not be a short-term prospect for interested agencies. She said that the company does get “way too many” ineffective e-mail marketing pitches on a daily basis and she expressed her hesitance to “open the barn door,” adding more inquiries to the pile.
“We often rely on resources referred by Nestlé USA,” Bailey said.
According to The List database, St. Louis, Mo.-based Rivet has served as Dreyer’s agency of record since 2000, and Los Angeles-based La Agencia de Orci has handled its Hispanic outreach since 2006.
In 2008, Dreyer’s spent about $9.9 million on national advertising, according to The Nielsen Company. About $7.4 million was spent on national magazine ads, $810,000 was spent on spot television ads and $800,000 was spent on cable television ads.
The Direction
Though Bailey seemed resistant to more e-mail marketing pitches, this could be an opportunity for your firm to make a great impression without relying on e-mail. If interested in working with Dreyer’s, be sure to give Mitchell enough time to get comfortable in his new role, and then come up with a creative pitch that you can either present over the phone or in person. This might be a nice break from the typical “e-mail pitch” that Dreyer’s has found to be mundane. You could also try approaching Nestlé USA first, which may help you ease your way into Dreyer’s good graces.

Dreyer’s Grand Ice Cream Holdings, Inc.
5929 College Avenue
Oakland, CA 94618
(510) 652-8187
Mike Mitchell
President & Chief Executive Officer
(510) 652-8187