DALLAS — Dean Foods Co. is partnering with the Kraft Heinz Co. to launch Pure Love, a co-branded promotional campaign pairing Dean’s DairyPure milk and Kraft Macaroni & Cheese. Launching April 17 through May 31, the campaign includes in-store presence, special product labels and tags, digital marketing and social media content support.
“DairyPure and Kraft are both kitchen staples in Americans’ homes,” said Kurt Laufer, senior vice-president and chief customer, marketing and innovation officer at Dean Foods. “It felt like a natural fit to partner together for this Pure Love campaign because our mission is the same — to offer quality, great-tasting products for families to enjoy. Together, we are making it easy for consumers to make one of the most iconic, home-cooked dinners — macaroni and cheese.”
Mr. Laufer said the partnership provides a strategic growth opportunity for both brands, adding, “We’re excited to see how our partnership could develop and evolve in the future.”
Recently, the DairyPure brand of white fluid milk ranked No. 1 on the 2016 New Product Pacesetters list from market research company Information Resources, Inc. The launch generated $1,163.1 million in year-one sales.
“We’re proud that DairyPure is the country’s first and largest national fresh white milk brand, offering consumers cold-shipped milk from their local dairy,” Mr. Laufer said. “Our milk is also backed by an exclusive Five-Point Purity Promise, which means there are no artificial growth hormones and the milk is always tested for antibiotics. These attributes allow consumers to feel comfortable serving our milk to their families, which is why we have seen such success and will continue to offer our customers the same trusted promise for years to come.”
In 2015, Kraft removed artificial flavors, preservatives and dyes from its macaroni and cheese recipe, switching from Yellow 5 and Yellow 6 to colors sourced from spices such as paprika, annatto and turmeric.“Kraft Macaroni & Cheese has been a family favorite for over 80 years,” said Jessica Gilbertson, head of Meals at Kraft Heinz Co. “We gave consumers even more reasons to love it last year with our move to no artificial flavors, preservatives, or dyes. DairyPure brand milk is the ideal partner to make a tasty bowl of Kraft M&C.”