Pearl Milling Company, the brand that was Aunt Jemima for more than a century, is out with its first major campaign since the name change, highlighting the new name and moments of family joy over pancakes.
The first of three new TV commercials features a Black family sharing a range of warm moments and milestones: A daughter’s birthday, a mother getting into grad school, a dad helping his teenage daughter get through a break-up, all over a plate of Pearl Milling Company pancakes.
The brand worked with multicultural creative agency Ten35 on the campaign, which was directed by Justin Casselle, a film festival award-winning director.
Two more commercials are set to debut in early October. The nationwide campaign will run through the end of the year and will span across social TV, digital, social, and in-store. A national retail promotion is expected to launch in September.
PepsiCo announced plans to remove the name and likeness of Aunt Jemima in June 2020 during the country's period of racial awakening and was the first major food brand featuring a Black person on its packaging to unveil such plans. The name Pearl Milling Company was announced in February and packaging featuring the new name began appearing in stores in recent months.
Kristin Kroepfl, VP and chief marketing officer of Quaker Foods North America, believes the campaign reflects the relevance and universal joy that pancakes bring to breakfast tables.
“What you’ll see in all three spots are families sharing different moments together over a plate of pancakes. The common thread 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,” says Kroepfl.
Like many brands, Pearl Milling Company will continue to build on inclusivity, reflecting people of all backgrounds. The first Pearl Milling Company campaign comes two weeks after Ben's Original, the rice brand that used to be called Uncle Ben's, launched its inclusive campaign.
Spending plans were not disclosed, but Kroepfl says the company is prioritizing marketing support for the national campaign.
“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,” says Kroepfl.
Pearl Milling Company pledged $5 million in June 2020 to support the Black community. The P.E.A.R.L. Pledge is its multi-year grant program focused on supporting the empowerment and success of Black women. The brand plans to invest in nonprofit organizations starting with $1 million in grants this year, with recipients expected to be awarded in early October.
