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.
Media spending was not disclosed, but combined annual ad spending for all Dean milk brands is approximately $7-9 million, per Nielsen.
Various agencies, mainly small and midsize regional players, handled those brands prior to Leo Burnett.