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Wells Enterprises, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Wells Enterprises, Inc. is a family-owned and managed dairy-processor with operations based in Le Mars, IA. The company's primary brands include Blue Bunny, Wal-Mart's "Great Value" brand, and Weight Watchers Ice Cream.

Main Telephone (712) 546-4000
Main Fax (712) 546-1782
Primary Address
One Blue Bunny Drive SW
Le Mars, IA 51031

Wells Enterprises, Inc. Contacts

Contacts (5/7)
Name Title State
Mike W. President & Chief Executive Officer IA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (712) 546-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Blue Bunny Drive SW
Le Mars, IA

Adam B. Vice President & General Manager IA
Ken R. Senior Director, Marketing - Branded Novelties IA
Jamee C. Senior Director, Marketing Operations IA
Liz C. Senior Manager, Brand Communications IA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Blue Bunny ******
Wells Enterprises, Inc. *
Weight Watchers ******
Bomb Pop *

Agency Relationships

Brand Agency Service From To
**** ***** ******* *********** multicultural 2011 present
**** ***** ***&* **** **** media buying & planning 2015 present
**** ***** ***&* **** **** media buying & planning 2015 present
**** ***** **** **** ********* & ************** public relations - brand 2015 present
**** ***** ***** ****** Public Relations, Social 2016 unknown

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Campaign Imminent: Blue Bunny to launch brand refresh

Subject: TV, print, digital, social media, experiential, PR

Company: here).

Update (1/15): Coinciding with media moving to Omnicom's reportedly to Bolder Brands. Later this quarter a campaign will launch that features local and national TV, magazine, outdoor, digital and search.

As we reported previously (more below), the campaign’s target audience will be mothers. Therefore, mom focused sellers should continue to seek ad dollars tied to summer, when ice cream brands tend to advertise the most. 

Below originally published 12/11

Opportunity: We've confirmed that media planning and buying has moved to Omnicom's here). Blue Bunny's ad presence skews mostly to national magazine buys so start securing buys for summer, when ice cream brands tend to advertise the most. Mom focused sellers should have an edge given Blue Bunny's ad approach. 

Also, we've been told creative is no longer is at C+M, but we've been unable to confirm whether it has already moved to a new shop too. Therefore, creative agencies, particularly those in Chicago, should certainly reach out since a review could be around the corner or already underway. Keep in mind that Blue Bunny just reviewed the business earlier this summer, so one of the original finalists could end up with it without another review.

Note that public relations has already moved from Crossroads to Blue Chip, Chicago, as well.

Additional Insight 

Media Spend: Blue Bunny spent $10.4 million on measured media last year, down from $11.7 million in 2012, according to Kantar Media. In 2014, magazine buys made up 82% of measured media spending, 13% went to spot TV and the remainder supported display.

Digital Breakdown: Since January, Blue Bunny has only run 27 standard ads on 14 publishers, mostly mom focused coupon sites like, and, according toMoat.

Competitors:‘s top spenders in the ice cream and frozen treat category includes Klondike, Magnum, Haagen-Dazs, Breyers, Baskin-Robbins, Iskream, Graeter's. Popsicle, Dreyer's, and Chill Factor.

Wells Enterprises
One Blue Bunny Dr. SW
Le Mars, IA 51031
(712) 546-4000

Adam Baumgartner 
Vice President & General Manager
(712) 546-4000

Curtis Hansen
Senior Director, Brand Marketing
(712) 546-4000