PR pro talks branding, BLM
Amy Drew: Companies should use this moment for positive growth.
It would be fascinating, says Chauniqua Major-Louis, 31, to be in the room where it happens.
“It could be a defining moment in anyone’s career to take a household name, do all the research and surveys and polls, and figure out what resonates with people today, how you honor the history of what came before — because you can’t hide that, anything done in the dark will eventually come back to the light again — and then create something new.”
Major-Louis has been working in food public relations and marketing in Orlando for a decade now. And I have zero doubt she’d kill it in that room. Because it was her phrase — lean in
— that I chose when branding this series.
She had used it to address the idea of being interested in learning, sharing, making that effort — however uncomfortable. It planted in my head like a seed.
Time had passed since that initial conversation, though. The
killing of 46-year-old George Floyd in Minneapolis in May has largely dropped from the headlines. Protests have waned. But just as small, powerful uprisings here in the Orlando food scene — have stemmed both directly and indirectly from the Black Lives Matter movement, so, too, have large food companies — those that own household names such as Aunt Jemima, Uncle Ben’s and others — committed to “retiring” or re-evaluating their names and visual identities. For public relations and marketing professionals, it has been an undeniably riveting show. And an indicator, says MajorLouis, that the momentum is still there.
“People — and brands — really can’t afford to have one more thing go wrong,” she says, noting this is all happening on top of a global pandemic. “Business is already down. Now, there’s racial injustice and unrest. Having people associate your brand with all of the negativity going on in the world? That’s a nightmare. Companies are at a crossroads. So, what do they do?”
What’s long overdue, she says.
“Some people never connected the dots about these brands, and that cuts across all ethnicities. They genuinely weren’t aware of any roots in racism. They never thought about it. I don’t know anyone who hasn’t had Aunt Jemima syrup. It’s just ‘what their mom always bought.’”
Major-Louis’ mom bought it, too, though she was also a primary driver in her daughter’s passion for food.
“I love to eat!” she says. “I come from a family of cooks and self-proclaimed chefs and barbecuers,” she notes, laughing. “I developed an early and strong appreciation of diverse flavors.”
It’s something she appreciates off the plate, as well. Major-Louis grew up mostly in upstate New York.
It was a diverse community due to its military connections. Moving to Apopka in 11th grade was an eye-opener, she says.
“The lunchroom was almost literally divided in the middle between white and Black. I’d never experienced that before,” she explains.
It was challenging to maintain her social mix — but she managed. And then again at UCF. Today, it’s much the same, but she remains genuine to who she is.
“I’ve worked really hard to do my best so that everybody gets a taste of who I really am.”
Taste would have figured into fashion PR, as well — where she’d thought she might be headed after college. But her first gig was for a food-focused firm — and she fell hard in love.
“I’ve gained such appreciation for what food is and what it does — and the people who grow it, cook it, eat it,” she says. “Getting to be in the kitchens. Learning the ins and outs, the differences between front- and back-of-house, creating the specials, presenting it all to the public to get them interested. It’s ingrained in me.”
So much so, she started her own popcorn company as a fun side hustle. Eat Project Pop was born of a desire to create — and also find a healthy snack for her nieces “who didn’t want the yellow grape tomatoes I had in my purse!” she admits, laughing.
Branding matters, just like ingredients you can pronounce matter. And increasingly, she says consumers want to align themselves with companies that are doing the right thing. She had her eyes on social media — like many people — in the wake of “Blackout
Day” and noted which brands have continued to do the work, and which haven’t.
“This is not a political issue,” she says. “This is a
humanity issue. We need to support businesses that support people. Not certain people. Just people. And when I see something that isn’t right — even a place with a dish I love or a deal that’s great — I just know I’m not going to spend my money there anymore.”
For companies large and small, doing the work, she says, is what’s important. No one should be blinded by symbolism.
“That’s where you get into very dangerous territory because people are pleased for the moment, but there’s still unrest bubbling. Now is the moment to make real changes, to continue having those uncomfortable, but worthy, conversations.”
Leaning in goes both ways — external and internal.
“We have to ask questions within our own community … so that we don’t live hypocritically. I feel like everybody’s feet should be put to the fire a little bit, to question how they live, what they think, what they believe in. It gives everybody a chance to grow.” Food is one of those places where people are most willing to lean in, says Major-Louis. And what better to lean over than a steaming bowl of soup.
Instructions
• Heat olive oil in a large pot or Dutch oven
• Add onions, cooking until softened.
• Add garlic and cook about four minutes. Season with salt and pepper to taste.
• Add carrots, lentils, grains and all seasonings to the pot. Continue to stir and cook about 3 minutes. Taste for seasoning, add accordingly. Stir and cook for another two minutes until fragrant.
• Slowly add tomatoes, broth vegetable broth and Tabasco. Bring to boil, reduce heat and simmer 40 minutes. (For a smoother soup, use an immersion blender to get rid of chunks.)
• Serve and top with massaged kale.
“It’s what I’d bring to the table,” she says. “Chunky, with massaged Tuscan kale on top … a savory, sweet, earthy experience with a little spice. It’s what I eat when I want to feel comforted.”
She is comforted, too, by the change she sees coming, right down to the shelves in the grocery store, even if it’s been too long coming.
“The companies doing this are on the right side of history. And with the right people — an amazing room of talented, diverse individuals — they can help shape their brand for the next generation.”