Dean Foods' Mayfield Creamery Ice Cream Brand Expanding Across the Southern U.S.
Introduction into new markets coincides with overall brand, packaging refresh
Apr 25, 2017, 10:00 ET
DALLAS, April 25, 2017 /PRNewswire/ -- Dean Foods Company (NYSE: DF) announced today its iconic Mayfield Creamery ice cream brand is expanding further across the southern U.S. to a collection of new markets in Texas, Oklahoma, Arizona and New Mexico. Mayfield Ice Cream debuted in 1923, and can currently be found in grocery stores across the southeast in Tennessee, Georgia, Alabama, North Carolina, South Carolina, Florida, Virginia, Mississippi, West Virginia, Kentucky and Louisiana.
In conjunction with the brand's expansion across the south, the company also announced a brand restage initiative that takes Mayfield back to its roots, including restoring the name of the 94-year-old brand to Mayfield Creamery, the original trademark. To bring this update to life, Mayfield Creamery has completely overhauled its packaging graphics to showcase the brand's core values, reflected in classic iconography and its heritage as a family dairy. The new packaging prominently features a classic Mayfield delivery truck set against the foothills of the Smoky Mountains highlighting the brand's authentic southern roots. The new Mayfield Creamery logo has been adapted from the iconic circular Mayfield Dairy Farms logo recognized by generations of loyal fans.
"In celebration of the brand's new look and classic name, we're launching a 360-marketing campaign that honors Mayfield Creamery's enduring values," said Mark Schneider, Ice Cream Marketing Director for Dean Foods. "Mayfield Creamery celebrates timeless traditions large and small, and we're proud to focus on the brand's storied heritage, unique signature flavors, and multi-generational commitment to producing the finest quality ice cream using fresh cream from our own dairy, with no artificial growth hormones."
In May, Mayfield will return to the airwaves across multiple markets with a new TV commercial featuring Scottie Mayfield, a third-generation Mayfield family member who started working at the creamery when he was only 11 years old and has served as a brand spokesperson for decades. In addition to the TV campaign, the relaunch also includes digital advertising, social media and a mobile sampling tour. In Atlanta, Mayfield has renewed its longstanding partnership as the official ice cream of the Atlanta Braves as they move into their new home at SunTrust Park. In its new Texas market, Mayfield Creamery will be partnering with MiLB's Frisco RoughRiders as official ice cream and exclusive ice cream provider at Dr. Pepper Stadium. The brand also boasts a new Mayfield Creamery website and social media channels.
Mayfield Creamery ice cream can be found in the freezer aisle at grocery stores across southern United States. Visit MayfieldCreamery.com for more information, and follow the brand on Facebook, Twitter and Instagram at @MayfieldScoop.
ABOUT DEAN FOODS
Dean Foods® is a leading food and beverage company and the largest processor and direct-to-store distributor of fluid milk and other dairy and dairy case products in the United States. Headquartered in Dallas, Texas, the Dean Foods portfolio includes DairyPure®, the country's first and largest fresh, white milk national brand, and TruMoo®, the leading national flavored milk brand, along with well-known regional dairy brands such as Alta Dena®, Berkeley Farms®, Country Fresh®, Dean's®, Garelick Farms®, Friendly's®, LAND O LAKES®* milk and cultured products*, Lehigh Valley Dairy Farms®, Mayfield®, McArthur®, Meadow Gold®, Oak Farms®, PET®**, T.G. Lee®, Tuscan® and more. In all, Dean Foods has more than 50 local and regional dairy brands and private labels. Dean Foods also makes and distributes ice cream, cultured products, juices, teas, and bottled water. Almost 17,000 employees across the country work every day to make Dean Foods the most admired and trusted provider of wholesome, great-tasting dairy products at every occasion. For more information about Dean Foods and its brands, visit www.deanfoods.com.
*The LAND O LAKES brand is owned by Land O'Lakes, Inc. and is used by license.
**PET is a trademark used by license.
SOURCE Dean Foods Company