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Dean Foods’ Fresh Dairy Direct unit has tapped Leo Burnett in Chicago as its lead creative agency following a review.
“We wanted the intimacy and teamwork that often typifies a smaller agency, but we wanted the resources, thinking and knowledge of a large agency. That’s the sweet spot combination Leo Burnett was able to hit better than anyone,” said Dean Foods’ CMO Rick Zuroweste, in a statement.
The emotional connection forged between brands and consumer by Burnett’s work for McDonald’s, Kellogg, Allstate and Hallmark was a key factor in its hire, the agency said.
Regional brands produced by Dean include Dean’s, Garelick Farms, Country Fresh, Alta Dena and Mayfield.
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