FortWayne.com
 
  Text size  Increase text sizeDecrease text size      
Posted on Sat. Feb. 15, 2014 - 12:01 am EDT

Indiana, Aunt Millie's is backing you up on that slogan

PHOTOS
 
Click on image to view.
DISCUSS
Comments
 

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.

bcaylor@news-sentinel.com


Comments
 
Thursday
Thursday
High 56 °F
Low 45 °F
31 °F
Freezing Fog
Sponsored by Masters Heating & Cooling, Inc.
LOCAL BUSINESS SEARCH
Local Search
STOCK SUMMARY
Dow 16637.74176.42
Nasdaq 4422.8439.99
S&P 500 1944.89+17.78
AEP 56.15+0.23
Comcast 52.45+0.96
GE 25.44+0.25
ITT Exelis 16.65+0.21
LNC 49.77+0.61
Navistar 34.1445+1.0845
Raytheon 96.75-0.70
SDI 22.43+0.17
Verizon 48.16-0.15
  Stock Sponsor