The Aunt Jemima frozen breakfast brand faced challenges including limited awareness, small market share, and limited budgets. They decided to fundamentally change the product by removing artificial ingredients and focusing on real ingredients made by real people. They created a social video campaign called "Live from the Line" featuring plant workers without a script or actors. The videos were placed in social games targeting moms and generated over 10 million video views and 100 million media impressions, successfully promoting the revamped brand.

2. Aunt Jemima Frozen Breakfast
How Social Video Brought An Underdog Brand To Life

3. Aunt Jemima Frozen Breakfast
faced some serious challenges.
> Limited awareness and recognition
> Small market share (regional product
distribution – only stores east of the
Mississippi)
> Limited budgets

4. They came to
some difficult conclusions.
> Could not compete with Eggo on their terms
> Budget did not exist for full-fledged traditional ad campaign
> The product lacked a unique selling proposition, and there
was nothing to differentiate it
> Some major changes would have to be made

5. A decision was made
to fundamentally change the product.
> Connect with the people that made the product every day at the plant
> Strip out all artificial ingredients
> Create a more wholesome, honest product to which people would
naturally respond

6. Consumers gave us a nugget of insight
that couldn’t be ignored.
Once people SAW how the products were actually made – with real
ingredients, by real people and flipped on a hot griddle just like the
pancakes mom makes at home – they had a higher intent to purchase.
It was an
AH HA! Moment.

7. Our approach was
equally bold and unorthodox.
> The program we envisioned would have:
NO NO NO NO NO NO
script actors actors copywriter art creative
director agency

8. “Live from the Line”
would be a genuine, heartfelt message from the people
who made Aunt Jemima Frozen Breakfast every day.
> Shot on location at the Tennessee
plant
> A competition to select the workers
to become the face of the brand
> Jun Group was brought onboard to
develop the content and the
distribution strategy

9. We worked with Weber Shandwick and the
brand
to create a series of original videos.
> Varying lengths from :30s-1:20
> All featuring the selected plant workers
> Shot with the “Obama Girl” director and crew

10. Optimedia
was put in charge of the overall digital campaign.
> Pre-roll
> Display
> Editorial placements

11. Given the limited budget,
the social component was at the heart of the program .
> Deliver a large number of opt-in views
> Specifically target moms east of the Mississippi
> Generate sharing, Facebook visits, and other earned media
> Track everything in real time and optimize on the fly

12. The challenges:
> Generate millions of opt-in
views of long-form content
> Target moms (with an African-
American skew)
> Place the videos in brand-safe,
relevant environments
> Limit the scope to certain areas
of the country

13. The solution:
> Placements in the leading social games, such as Mall World, It Girl and
Happy Aquarium
• 53% of Facebook users login specifically to play social games
• Over 290MM people regularly play social games (19% say they are “addicted”)
• 88% of mothers say they are most likely to use social media to engage with brands
in categories of food and recipes
• 55% of people playing social games are women
• The “death of daytime television” is due in large part to social gaming on social
media sites such as Facebook, with middle aged women being the primary user

14. The social exchange model.
• Americans are expected to spend over
$2.1 billion this year on virtual goods
• Spending on virtual goods
has increased 245% since 2007
• Total global spending on virtual goods is
estimated to be more than $7.3 billion

15. Reaching consumers on their terms

16. Providing the tools for earned media

17. We also distributed
the Aunt Jemima videos on mobile devices.
Videos play
full screen
“Brand in the hand”
at key moments
Interactive player
promotes social activity

18. The campaign
was a resounding success.
238,000
Facebook likes
10.4MM
video views
138MM
100% media impressions
positive/neutral
earned messaging

19. Some additional insights
about the social portion of the program.
> 99% of users completed the video
> 77% of the audience was female
> 83% of total users were 25+

20. Thank you!
Brandi Unchester Mitchell Reichgut
Brandi.unchester@pinnaclefoods.com mitchell@jungroup.com