Pearl Milling Company is debuting its first ad campaign since rebranding from Aunt Jemima. Following Ben’s Original’s first advertising effort, Pearl Milling Company has released three new TV commercials promoting its new brand identity, with the first featuring a Black family sharing “warm moments and milestones” over a plate of Pearl Milling Company pancakes. Two more commercials are set to launch in October and will run through the end of the year across social, TV, digital, and in-store activations. Pearl Milling Company plans to invest $1 million in nonprofit organizations this year, and the VP and CMO of Quaker Foods North America notes, “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.” YPulse’s Representation in Action trend research shows that 80% of BIPOC consumers believe older brands and services can adapt to become better at representation, and Pearl Milling Company’s new vision is another example of how brands can change for the better. (AdAge)
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