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|
Dean Foods Company ContactsContacts (5/15)
|Ralph S.||Chief Executive Officer||TX|
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|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|
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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.
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.
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 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
2711 N. Haskell Ave.
Dallas, TX 75204
Vice President, Marketing