Blog Action Day 2011 focuses on Food.
Madison Avenue has a storied history of using Blacks to sell food. Aunt Jemima, Rastus and Uncle Ben continue to hawk products, joined by contemporary icons like Annie the Chicken Queen, Honey Bunches of Oats Lady and the KFC Dancing Guy.
Of course, Black celebrities have also pitched for Madison Avenue, including Michael Jackson, MC Hammer and Beyoncé for Pepsi; Michael Jordan for Gatorade, Mickey D’s, Wheaties, Coca-Cola and Ball Park Franks; Mr. T, Patrick Ewing and Aretha Franklin for Snickers; Billy Dee Williams for Colt 45; and countless hip-hop artists, recording stars, sports figures, actors, media personalities and more. Hell, even a Black ex-homeless guy received a piece of the action. Indeed, few food corporations have not employed Blacks to promote brands.
Yet when Blacks seek to sell food with Madison Avenue—serving as advertising executives—suddenly there ain’t enough room at the table. Despite individuals such as Roy Eaton (developing Sugar Bear for Post Sugar Crisp), Jim Glover (launching McDonald’s breakfast business) and Caroline R. Jones (writing “We Do Chicken Right” for KFC), who have created unprecedented breakthroughs in the business, Blacks remain virtually invisible at the senior levels and woefully underrepresented overall. Additionally, Black adpeople separated via Shifty Segregation® or multicultural marketing are forced to eat crumbs, watching White agencies feast on the bulk of the marketing budgets. The food clients, meanwhile, remain silent witnesses to the inequities—and have the audacity to run messages declaring commitments to diversity within their own hallways.
It’s enough to make you sick to your stomach.
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