PEARL MILLING COMPANY
BAKING A BRAND FROM SCRATCH
Calls for brands to address racial injustices intensified in 2020. Consumers expected changes to products and services linked to problematic historical stereotypes. Aunt Jemima, a brand with a polarizing name, stood at a crossroads.
Our recipe for change involved launching a new brand and forming a new narrative around its problematic past while maintaining consumers' affinity for the product. Across a series of digestible creative pieces, we developed a multi-year solution that restated the brand's values, reaffirmed its reasons to believe, and maintained the product's taste appeal.