Liz Faul, who writes for my local newspaper, reported a charming story about Blue Plate mayonnaise, made by a New Orleans company that's been in business since 1927. As Faul’s story explains, Blue Plate recently rolled out a new label that will likely attract new customers.
Why is the New Orleans mayonnaise company named Blue Plate anyway? The name refers to Blue Willow plates, which were popular in the South in the 1920s. Blue Plate's version of the plate features depictions of a pelican, a river steamboat, and Magnolia blossoms. These words appear across the top of the label: “A New Orleans family tradition since 1927.”
I love the new label, and as soon as I finished reading Liz Faul’s story about it, I told myself Kraft mayonnaise, you are dead to me.
What makes the Blue Plate mayonnaise label so appealing? It's because it seeks to bond with its customers. The label reminds grocery shoppers that the mayonnaise is made in New Orleans, America’s foremost food city. The Blue Willow plate design, with its images of a pelican, a steamboat, and magnolia blossoms, signals that the company is proud of its regional heritage.
Compare Blue Plate’s new label with Budweiser’s disastrous advertising campaign designed to make the company appear woke by putting a transgender influencer’s mug on its beer cans. That harebrained scheme cost Bud Light about a quarter of its customers in just a few months.
Insulting corporate customers is like cheating on one's wife. The relationship may survive, but it will never be the same. Several of my Louisiana relatives were loyal Bud Light customers until they saw Dylan Mulvaney’s endorsement of their favorite brew. I don’t think any of them will ever drink a Bud Light again.
Bud’s boycotting customers are not transphobes or homophobes. They’re just people who like to drink beer and associate beer with bowling, fishing, golfing, and watching football games on television on Saturday afternoons. And when they're relaxing with a brewski, they don't want to talk politics.
And Budweiser knows that. If you look at vintage Budweiser advertisements in old magazines, you will see nostalgic scenes picturing people having a good time in casual settings. And when they’re having that good time, they certainly don’t want to be virtue signaled by their beer company.
What will my relatives drink now that they’re boycotting Bud Light? Maybe they’ll switch to Modelo, a Mexican beer company that promotes itself as a beer for fighters.
|This Bud's not for you, you transphobic son of a bitch.|