GOODBY WINS $20 MILLION HAAGEN-DAZS ACCOUNT

Dreyer's Brand Was With J. Walter Thompson

By Published on .

SAN FRANCISCO (AdAge.com) -- Dreyer's Grand Ice Cream has awarded the $20 million advertising account for its Haagen-Dazs brand to Omnicom Group's Goodby,
Related Stories:
NESTLE COMPLETES DREYER'S ACQUSITION
New Company Formed; Agency Realignment Likely
NESTLE BUYS DREYER'S
Stock Deal Worth $2.4 Billion Merges Top Ice Cream Brands
NESTLE SHIFTS HAAGEN-DAZS TO JWT
Move Follows Purchase of Ice Cream Brand

Silverstein & Partners, San Francisco.

The decision to move the account follows a creative and strategic pitch between Goodby Silverstein and account's incumbent, WPP Group's J. Walter Thompson, Chicago, said David Ritterbush, Dreyer's vice president of marketing.

Roster shop
Goodby Silverstein, Dreyer's agency for four years, most recently worked on Dreyer's Dreamery brand. But when Nestle gained a majority share in Dreyer's, Dreyer's had to sell Dreamery along with other brands, as well as its Godiva brand ice-cream license to settle federal anti-trust concerns. Goodby will continue to work on other Dreyer's premium brands, a statement said.

The Oakland, Calif.-based Dreyer's, with 2002 sales of $1.3 billion, sells premium ice cream and frozen dairy desserts under the Dreyer's name in 14 Western states and under the Edy's label east of the Rockies. The company has announced plans to expand East Coast production capacity.

According to TNS Media Intelligence/CMR, Haagen-Dazs spent $4.3 million on advertising in 2002 and $3 million for the first six months of 2003. In 2002, Edy's spent $2.1 million and Dreyer's $1.5 million; for the first six months of 2003, Edy's spent $50,000 and Dreyer's $2.4 million.

Most Popular