Aunt Jemima, A Shift to Social Media Advertising
April 23, 2011
After a successful social media push in 2011, Aunt Jemima came out with a traditional television advertisement, the first in many years. The online effort revolved around a Facebook page dedicated specifically to the brand’s line of Frozen Breakfast. Consumers were able to download coupons, access recipes, post photos and watch a video on how Aunt Jemima pancakes are made. Employees of the parent company Pinnacle Foods are featured in the video while also starring in the most recent television spot. As it turns out, Aunt Jemima Frozen Breakfast is made similarly to the way consumers make them at home.
The campaign specifically targets families, knowing Mom is doing the purchasing or putting Aunt Jemima Frozen Breakfast on the shipping list for Dad. Parents are trying to feed their kids a healthy breakfast to start the day. In just four months, the Facebook page attracted more than 96,000 fans. In the broader campaign, which included the use of Twitter, banner advertisements and a blogger breakfast produced 4.5 million media impressions in that same amount of time. The Facebook page creates a unique point of difference for the brand whereas the Twitter account allows the brand to engage with fans through two-way conversations. With communication moving forward with Aunt Jemima, this is just the beginning.