Aunt Jemima Deconstructs the Pancake (and More)

You know what they say about sausage—the end result might be great (if you like sausage), but it’s probably best to avoid watching how it’s made or you’ll likely lose your appetite.

Well, one of America’s oldest brands, Aunt Jemima, is taking the opposite tack with a first ever social media campaign that kicks off today and that goes out of its way to show consumers exactly how the pancakes and other menu items from its frozen breakfasts division are made. Turns out its similar to the way consumers make them at home, except for the huge freezer that preps the flapjacks, waffles and other food items for packaging and delivery. (And the pots, pans and utensils are a little bigger too).

The core of the campaign—developed by PR firm Weber Shandwick—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 (and with any luck on the client’s part virally spread) the videos. Coupons and recipes are also available at the page.

“The goal is really to share with America how we make our pancakes, waffles and French toast, which is exactly the way you do it at home,” said Andy Reichgut, vp of marketing, Pinnacle Foods, which has marketed the brand since 1996. (Aunt Jemima was established in 1889).

“We’re proud of the process we use and we think it’s a totally unique point of difference for our brand,” Reichgut said.

In addition to the Facebook page, there will be a Twitter handle (@LiveFromTheLine), said Reichgut, “so that we can engage with our fans and have a two-way conversation.”

The core target: families with harried weekday mornings, or pretty much everybody. While it will evolve over time, said Reichgut, the social campaign will go on “in perpetuity. We think this is our communication going forward. This is just the beginning.”