DALLAS, Feb 13, 2003 /PRNewswire via COMTEX/ — Following the success of
Morningstar Foods’ involvement over the last two years with the X Games, the
company announced today its continuing support of action sports by signing one
of the pioneers of skateboarding — Tony Hawk — to promote HERSHEY’S Milks and
MilkShakes through advertising, promotions and in-store activities.
Among tweens and teens, Hawk only ranks second to Michael Jordan in
familiarity*, and action sports takes a close fourth behind the NBA.
“This is the natural next step for our involvement with action sports. As one of
the pioneers, Hawk speaks directly to tweens and teens, which HERSHEY’S Milk and
MilkShakes hopes to build upon,” said Toby Purdy, senior vice president of
marketing for Morningstar Foods. “With Tony Hawk, we found an exciting
representative who encourages determination, leadership and a commitment to
excellence among our target of tweens and teens, which is parallel to the
HERSHEY’S Milk and MilkShake’s brand personality.”
“My family drinks HERSHEY’S Milk and MilkShakes every day. In fact, my younger
son won’t go to bed unless he has had a glass,” said Hawk. “It is a
great-tasting way to get the nutritional benefits of drinking milk.”
Morningstar Foods will build on its involvement with action sports by launching
a television commercial featuring Tony Hawk. The new commercial will begin
airing during the first part of 2003 and features Hawk’s legendary “900.” The
900 is a skateboarding move comprised of two — 360 degree and one — 180 degree
turns while airborne. The 900 is considered Hawk’s signature move as he was the
first skateboarder to complete this difficult trick.
Stacy Peralta, Sundance award-winning director for “Dogtown and Z-Boys,”
directed the first HERSHEY’S Milk/Tony Hawk commercial with Nonfiction Spots.
Hired by DDB — Dallas, Morningstar Foods’ advertising agency, Peralta also
served as Hawk’s mentor for 10 years after discovering him. Peralta is often
credited as one of the originals responsible for the aesthetics of the
skateboard culture and is often recognized by Hawk for building his own
confidence in skateboarding.
Morningstar Foods also will further strengthen its commitment to action sports
in 2003 by sponsoring Tony Hawk’s Boom Boom HuckJam tour, a skate, bmx, moto
show featuring an arena-sized ramp system, music and choreography — a popular
event among teens.
Morningstar Foods, a subsidiary of Dallas-based Dean Foods, manufactures all of
HERSHEY’S Milk and MilkShake products under license from Hershey Foods
*TRU Scores from Spring 2002
About Hershey Foods Corporation
Hershey Foods Corporation (NYSE: HSY) is the leading North American manufacturer
of quality chocolate and non-chocolate confectionery and chocolate-related
grocery products. Some of the company’s most popular products include
HERSHEY(R)’S chocolate and chocolate with almonds bars, HERSHEY(R)’S KISSES(R)
chocolates, REESE’S(R) peanut butter cups, JOLLY RANCHER(R) and TWIZZLERS(R)
candies, HERSHEY(R)’S cocoa, and HERSHEY(R)’S syrup. The company also is a
market leader in the gum and mint category with such well-known brands as ICE
BREAKERS(R), BREATH SAVERS(R), and BUBBLE YUM(R).
About Morningstar Foods Inc.
Morningstar Foods Inc. is a subsidiary of Dean Foods Company (NYSE: DF), one of
the nation’s leading food and beverage companies. Morningstar Foods’ nationally
branded products include International Delight(R) coffee creamers, Marie’s(R)
Salad Dressings and dips, Dean Dips, Mocha Mix(R) non-dairy coffee creamer,
Naturally Yours(TM) sour cream, Second Nature(R) eggs and Farm Rich(R) and
Coffee Rich(R) coffee creamers. Products produced under licensed brands include
Folgers(R) Jakada(TM) chilled coffee beverage, HERSHEY(R)’S Milks and MilkShakes
and LAND O’ LAKES Dairy Ease(R) lactose-free milks, Fat-Free Half-and-Half and
For more information, visit www.morningstarfoods.com .
For further information please contact: Stephanie Coggin, +1-972-830-2857, for
Dean Foods Company.
SOURCE Dean Foods Company
CONTACT: Stephanie Coggin, +1-972-830-2857, for Dean Foods Company
Copyright (C) 2003 PR Newswire. All rights reserved.