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Liz Faul, who writes for my local newspaper, reported a fascinating story. Blue Plate MayonnaiseMade by a New Orleans company that’s been in business since 1927. As Fall’s story tells, Blue Plate has recently rolled out a new label that will likely attract new customers.
Why is a New Orleans mayonnaise company named Blue Plate anyway? name refers to Blue Willow Platesthat were popular in the South in the 1920s, Blue Plate’s version of Plate features Illustrations of a pelican, a river steamboat, and magnolia flowers. These words appear at the top of the label: “A New Orleans Family Tradition Since 1927.”
I love the new label, and as I finished reading Liz Faul’s story about it, I said to myself kraft mayonnaise, you’re dead to me,
What makes the Blue Plate mayonnaise label so appealing? This is because it seeks to build relationships with its customers. The label reminds grocery shoppers that the mayonnaise is made in America’s foremost foodie city, New Orleans. The Blue Willow plate design, with 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 to Budweiser’s disastrous ad campaign designed to wake the company up by putting a transgender influencer’s mug on a can of beer. That rash plan cost Bud Light about a quarter of its customers in a few months.
Insulting corporate clients is like cheating on your wife. The relationship may survive, but it will never be the same. Many of my Louisiana relatives were loyal customers of Bud Light until they saw Dylan Mulvaney’s endorsement of their favorite brew. I don’t think either of them will ever drink Bud Light again.
The customers boycotting Bud’s are not transphobes or homophobes. They are 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 brewpub, they don’t want to talk politics.
And Budweiser knows it. If you look at old Budweiser ads in old magazines, you’ll see nostalgic scenes of people having a good time in a casual setting. And while they’re having that good time, they certainly don’t want to be the virtue signaled by their beer company.
What Will My Relatives Drink Now That They’re Boycotting Bud Light? Maybe they’ll move to Modelo, a Mexican beer company that promotes itself as a beer for fighter planes.
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| This Bud is not for you, transphobic son of a bitch. |
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