B. Smith's Husband Is Launching a Petition Demanding the Aunt Jemima Brand Change Its Name

Seeks to drop the mascot as well, thereby setting the character 'free'

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

For well over a century, Aunt Jemima has been among the most successful and recognizable brands of pancake mix and syrup on grocers’ shelves. Starting today, however, it might just get flipped on its head.

A new Change.org petition, announced this morning, demands the company get rid of its brand name and mascot and “set Aunt Jemima free,” in the words of Dan Gasby.

Gasby, a successful TV executive and the husband and business partner of the model-turned-entrepreneur B. Smith, started the petition after his previous efforts to get the Pepsico-owned Aunt Jemima to discard its name and mascot failed.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in