Pearl Milling Company, Formerly Aunt Jemima, Debuts Its First Campaign
Video screenshot via Pearl Milling Company
In the height of Black Lives Matter protests, after resounding calls to eradicate racial stereotypes, the century-old company formerly known as Aunt Jemima rebranded to Pearl Milling Company in February.
Now, the PepsiCo-owned brand is reviving its presence and solidifying the name with a relaunch campaign pointing at a new and inclusive direction. One of three commercials—produced with the help of multicultural marketing agency Ten35—has been released, with the other two scheduled to appear on television in October, Ad Age reports. Directed by award-winning film director Justin Casselle, the campaign celebrates heartfelt family moments in the morning that transcend generations.
After all, Pearl Milling Company has “been stacking pancakes since forever.” It just bears a different name and look now.
“The common thread [of the spots] is the love and warmth of being together, starting your day with a smile, and the familiar great taste of Pearl Milling Company that has been here for years and will continue to be here,” explains Kristin Kroepfl, VP and chief marketing officer of Quaker Foods North America. “This rebranding has significance for members of the Black community and we want to highlight it in a way that is respectful, authentic and that evokes joy that resonates with all families.”
For context, the former name was coined after Old Aunt Jemima, a dated American folk song performed by white men dressed in caricatures of Black female servants. It was also common for white people to address Black domestic workers as aunts or uncles to avoid honorifics.
Gone is the face of a Black woman on the box. The new logo simply features an illustration of a building with a mill, in reference to the company’s heritage in St Joseph, Missouri.
The company says it will work to become more inclusive and start spotlighting people of all walks of life.
[via Ad Age, video and cover image via Pearl Milling Company]
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