Company to Advertise Again After 5 Years
LOS ANGELES–The Alta Dena Certified Dairy, a subsidiary of the Dean Foods Co., is conducting an agency search.
Officials at the City of Industry, Calif., dairy declined to openly discuss the search, but those familiar with the account said the company has already met with several undisclosed shops in California and elsewhere.
A decision about the account, which is valued at $5-8 million, is expected in the coming weeks.
Sources said the dairy is looking for an agency to promote existing products and new ones, including its “chuggable” chocolate milk product already on the market and a new type of product served in a milk jug.
Alta Dena registered no advertising spending between 1995 and 1999, according to Competitive Media Reporting.
Its last agency was Asher/Gould, Los Angeles, which has since become Asher & Partners.
Officials at Dean Foods could not be reached for comment. The Chicago-based food giant acquired the dairy a year ago for an undisclosed sum.
Alta Dena, which was previously owned by Bongrain North America, processes and distributes milk and other dairy products throughout Southern California, with annual sales of about $200 million.
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