Thursday, 13 February 2003

Skateboard Legend Tony Hawk, Debuts As HERSHEY(R)’S Milk and MilkShakes Spokesperson in a Two-Year Agreement With Morningstar Foods

Back to all newsroom
Thursday, 13 February 2003

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
Corporation.


*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
Sour Cream.


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

URL: http://www.morningstarfoods.com

http://www.deanfoods.com

http://www.prnewswire.com


Copyright (C) 2003 PR Newswire. All rights reserved.

All the latest from Dean Foods

familyofproducts

Latest news

Find out how we’re fueling lives from the farm to the table.

6 May, 2020
Dean Foods Completes Sale of its Miami, Florida Facility to Mana Saves McArthur, LLC
DALLAS--(BUSINESS WIRE)--Dean Foods today announced that it has completed the previously announced s...
learn-more
1 May, 2020
Dean Foods Completes Sale of Assets to Dairy Farmers of America
DALLAS--( BUSINESS WIRE )--Dean Foods Company ("Dean Foods" or the "Company") today announced that i...
learn-more
30 April, 2020
Dean Foods Completes Sales of its Uncle Matt’s Business and the Majority of the Meadow Gold Hawaii...
DALLAS--(BUSINESS WIRE)--Dean Foods ("Dean Foods" or the "Company") today announced that it has comp...
learn-more
22 April, 2020
Dean Foods Announces Asset Purchase Agreement with MGD Acquisition, LLC for the Sale of the Majority...
MGD Acquisition to Operate Meadow Gold Hawaii as an Ongoing Business to Continue Serving the Hawaiia...
learn-more
13 April, 2020
Dean Foods Announces Termination of Agreement in Principle with Industrial Realty Group, LLC for the...
Reached Agreement in Principle with an Interested Party for the Sale of Dean Foods’ Hilo Facility ...
learn-more
4 April, 2020
Dean Foods Receives Court Approval for the Sale of Substantially All of Its Assets
DALLAS--(BUSINESS WIRE)--Dean Foods Company ("Dean Foods" or the "Company") today announced that the...
learn-more
1 April, 2020
Dean Foods Reaches Agreement in Principle With Industrial Realty Group, LLC for the Sale of Dean Foo...
DALLAS--(BUSINESS WIRE)--Dean Foods Company ("Dean Foods" or the "Company") today announced that it ...
learn-more
31 March, 2020
Dean Foods Announces Dairy Farmers of America as Winning Bidder for Substantially All of Its Assets
Prairie Farms Dairy, Mana Saves McArthur, LLC, Producers Dairy Foods and Harmoni, Inc. to Purchase A...
learn-more
17 February, 2020
Dean Foods Enters Into Asset Purchase Agreement with Dairy Farmers of America
Dairy Farmers of America to Serve as Proposed “Stalking Horse Bidder” in a Court-Supervised Sale...
learn-more
20 December, 2019
Dean Foods Receives Final Court Approval for $850 Million in Debtor-In-Possession Financing
DALLAS --(BUSINESS WIRE)--Dec. 20, 2019-- Dean Foods Company (NYSE: DF) (“Dean Foods” or the “...
learn-more
14 November, 2019
Dean Foods Company Receives Court Approval of “First Day” Motions to Support Normal Busi...
Obtains Interim Approval to Access DIP Financing Customers Receiving Uninterrupted Supply of Dairy P...
learn-more
12 November, 2019
Dean Foods Company Initiates Voluntary Reorganization with New Financial Support from Existing Lende...
Company Secures Commitments for $850 Million in DIP Financing to Support Operations In Advanced Disc...
learn-more
25 October, 2019
Dean Foods Company Announces Date for Third Quarter 2019 Earnings Release and Conference Call
DALLAS , Oct. 25, 2019 /PRNewswire/ --  Dean Foods Company (NYSE: DF) today announced that it will ...
learn-more
6 September, 2019
Dean Foods Concludes Strategic Alternatives Review; Focuses on Go-Forward Strategy Under New Leaders...
DALLAS , Sept. 6, 2019 /PRNewswire/ --  Dean Foods Company (NYSE: DF) (" Dean Foods " or the "Compa...
learn-more
6 August, 2019
Dean Foods Announces Second Quarter 2019 Results
DALLAS , Aug. 6, 2019 /PRNewswire/ -- Dean Foods Company (NYSE: DF) today reported second quarter 20...
learn-more
26 July, 2019
Dean Foods Appoints Eric Beringause as President and CEO
Industry Veteran Brings More Than Three Decades of Experience in Food, Beverage and Consumer Product...
learn-more
View the newsroom

We’re proud to support national organizations that are nourishing children, promoting animal welfare, and helping in times of disaster.

White papers
farm