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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)
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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TV, Digital, Print Opps: Blue Bunny launches brand refresh with new creative, media agencies

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

Company: here).

Opportunity: After shuffling agency relationships around a few times last year (more iSpot, the spot has run 376 times in the one weeks it has been on air, adding up to $1.4 million spent already.

In addition to national TV, the Blue Bunny campaign will feature local TV, magazine, OOH, digital and search elements. Therefore, continue reaching out for summer revenue – when ice cream advertising is at its peak. 

Last summer, Blue Bunny moved media to Omnicom's GSD&M, Chicago  and, earlier this year, the brand reportedly moved creative to Bolder Brands.

Additional Information

Media Spend: According to Kantar Media, Blue Bunny spent $4.2 million on measured media in 2014 – mostly allocated to print ads (87.6%). The remainder went to digital display, OOH and search ads. 

National TV Spend: For 2015, Blue Bunny did not spend any money on national TV ads, per iSpot. In fact, the ice cream brand has not run any national TV spot since 2013, when $3.2 million was spent to air two spots during shows such as “Law & Order: SVU,” “Diners, Drive-Ins and Dives,” “Chopped,” “House Hunters International” and “Mystery Diners.” 2013 spots ran from June 16 to August 4 (roughly eight weeks). 

For the new spot, top show targeting (seen in charts) is markedly different from three years ago. The spot has run for only a week and Blue Bunny has already spent $1.4 million to air it (compare with the $3.2 million spent to air 2013 spots for eight weeks.)

Since the new campaign has debuted much earlier in the year than is typical for ice cream/popsicles, etc., sellers can expect spend to be higher than Blue Bunny has traditionally spent. 

Digital Breakdown: Moat reports that Blue Bunny tan 27 display ads on 14 publishers in 2015 (14% mobile). Sellers, much like national TV ads, these digital display ads were deployed mostly in the summer (from late June to early Sept). Top ad destinations included:,, and (99% placed site direct).  This is actually a decrease from 2014, when 47 display and 126 high impact ads were run on 38 publishers (3% mobile; 95% placed site direct). 

Most of Blue Bunny’s display ads for 2015 were run on arts & entertainment sites, but sellers should note that the two display ads Blue Bunny has run in 2016 were run on news sites.

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