• by Karlene Lukovitz  @KLmarketdaily, November 3, 2009

Mrs. Freshley's, a snack cakes brand from Flowers Foods, may sound quaint, but its marketers aren't.

The 13-year-old brand, which has not had a character or persona up to this point, has announced a Facebook-based national search to identify "the real Mrs. Freshley."

Fans of Mrs. Freshley's are being asked to "define the characteristics of the brand" by nominating the "Mrs. Freshley" in their own lives.

"Mrs. Freshley may be a grandmother who always has fresh baked goods ready for visitors or a 20something mom whose baking skills are loved and admired among friends," the contest announcement explains. "Whoever she is, it's certain that she'll have a dash of sweetness, pinch of charm and a little bit of spice."

To submit nominations, consumers visit Facebook.com/MrsFreshleys to upload photos and write brief descriptions of why they believe their nominees are the real Mrs. Freshley. Nominations, which will be accepted through Nov. 9, are limited to one per person. The contest will be judged by Flowers and the Zimmerman Agency.

The individual chosen as Mrs. Freshley will receive a $1,500 American Express gift card, be posted on the brand's site (Mrs. Freshley's.com) and may be used in future merchandising. The individual nominating the winner will receive a $500 American Express gift card.

"Through the years, our customers have had a direct hand in shaping our products, so asking them to help define the personality behind the brand makes sense," says Brent Bradshaw, brand manager for Flowers Foods.

Thomasville, Ga.-headquartered Flowers Foods is a NYSE-listed producer and marketer of packaged bakery foods for retail and food-service customers in the Southeastern, Southwestern and mid-Atlantic states. Last year, the company had sales of $2.4 billion and $119.2 million in income from continuing operations. In addition to Mrs. Freshley's, Flowers' brands include Nature's Own, Whitewheat, Cobblestone Mill, Blue Bird and European Bakers, plus a number of regional baked goods brands.