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|
Nestle Dreyer's Grand Ice Cream Holdings, Inc. ContactsContacts (5/23)
|Robert K.||President - Nestle Dreyer's Ice Cream||CA|
Sample of Associated Brands
|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|
|Nestle Dreyer's Grand Ice Cream Holdings, Inc.||******|
|******'*||******, *********** & ********||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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TV, Digital Opps: Haagen-Dazs launches first campaign from new AOR
Subject: TV, digital, print, social media, outdoor, Hispanic
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.
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.
5929 College Avenue
Oakland, CA 94618
Marketing Manager, Haagen-Dazs
Associate Brand Manager, Haagen-Dazs