TakeAway: One of America’s oldest brands, Aunt Jemima (established in 1889), launched its first ever social media campaign to show consumers exactly how the pancakes and other menu items from its frozen breakfasts division are made.
The company plans to have the social campaign “in perpetuity.” In addition to the Facebook page, there will be a Twitter handle to engage with fans and have a two-way conversation.
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Excerpted from Brandweek, “Aunt Jemima Deconstructs the Pancake (and More)” By Steve McClellan, February 17, 2011
Aunt Jemima purposefully wants consumers to see that the way the company makes flapjacks and waffles is just like they do at home.
The core of the campaign is a series of videos appearing on the brand’s new Facebook page, featuring veteran Aunt Jemima employees who describe the “just like homemade process” and the people behind it.
The company held a contest to determine which employees would be featured in the videos and they’ll be appearing at numerous events throughout the coming year.
The campaign will also have an extensive online ad component to drive people to the page, where they can access the videos. Coupons and recipes are also available at the page.
The core target: families with harried weekday mornings, or pretty much everybody.
Edit by AMW
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The Homa Files 
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