Conagra Brands reviewing Mrs. Butterworth's brand after Aunt Jemima, Uncle Ben's announcements

[Moostache]

15. There is ambiguity in Mrs. Butterworth that is definitely not in other symbols for sure.

But that ambiguity is not entirely accidental...Aunt Jemima and Mrs. Butterworth's are competing brands to be sure, but there is not much doubt that the two are intended to resonate in similar ways.






Are the similarities vague and up to interpretation? Undoubtedly...but while Aunt Jemima is very clearly a racial stereotype almost pulled from Mammy in 'Gone with the Wind' on purpose, the use of a similar yet not identical image as a brand identity is in some ways trading on the cache of one to give staying power to another. It may not be insidious and overtly racial in intent, but is certainly also not accidental.

I think it challenges me because in my mental image, Aunt Jemima and Mrs. Butterworth were not opposite races, they were the same and while neither one bothered me even a little as a kid in the 1970's, I can see the symbols in a different light as an adult than as a child. But the images evoked - whether intentionally racist or not (and most probably purely economic in nature - looking to borrow a little branding and imagery without having to be so obvious and upfront with it).

This is where nuance and today's world can run off the tracks and positive outcomes disappear into needless hurt feelings and acrimony...I will simply leave it there and comment no more for now, other than to say I mean no hurt to anyone with this and would be upset if it got to such a level for any reason. My intent is not to be a wedge in any way.