Honest-to-Goodness, Indiana, this is your lucky tourism slogan.
It's been road-tested for years by Fort Wayne's Aunt Millie's Bakeries, and it's painted on many of the company's delivery trucks. The state's new slogan, unveiled Thursday, starts life with a few rolling billboards free of charge.
And it's perfectly legal for the state to piggyback on the bakery's slogan. Aunt Millie's spokeswoman Melissa Dunning said that the company's trademark on “Honest to Goodness” applies only in the bread and bakeries businesses.
When it comes to tourism, the path was clear for the state to adopt “Honest-to-Goodness Indiana” as its marketing slogan.
“Every one of our trucks promotes Indiana,” Dunning said. Of course, the converse is true, too: Every ad the state buys promotes Aunt Millie's and its products, she noted.
In reality, Honest to Goodness was mainly a 1990s slogan for Aunt Millie's, she said, but some of the older trucks still carry the slogan. Today's slogan for the company is “We bake memories,” she said.
In the meantime, people at Aunt Millie's have been having fun with the coincidental promotion by the state.
“We're thinking about sending a truckload of bread to the governor,” she said.