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Abstract: The paper analyses two of the earliest examples of the use of products endorsers to promote food: Giuseppe Garibaldi and Aunt Jemima. Garibaldi was so popular that his name was used to promote biscuits in England, wine in Italy, and pasta in the United States. However, the relationship did not stand the test of time, stressing the problems related to the use in advertising of real-life celebrities who, with their own separate history, are not able to fully identify with the product. Aunt Jemima, a fictitious character inspired by Afro-American pop culture, is, on the contrary, fully identifiable with the pancake mix she advertises. Aunt Jemima is an adaptable endorser whose role was at times performed by a real woman, and whose story could be modified according to marketing needs. Aunt Jemima not only symbolised the product, she embodied it, creating a successful relationship throughout the nineteenth century.

Keywords: Food consumption; retail; product endorser; brand loyality; promotion schemes