a close up of a bottle: Kraft Miracle Whip mayonaise.© Todd Rosenberg, Kraft
Kraft Miracle Whip mayonaise.

The city of Mayo is dressing up its identify, no less than for just a few days.

The small north-central Florida city has modified its identify to “Miracle Whip,” as a part of a branding prank to attract consideration to the town and the Kraft Heinz salad dressing product.

Town on Saturday unveiled its water tower with the brand new identify atop it and hosted a picnic with meals made with Miracle Whip. In trade for being generally known as Miracle Whip for a number of days, the town will stand up to $25,000 in metropolis beautification funds.

As a part of the prank, metropolis officers initially have been to behave as if the identify change was everlasting. “We aren’t going to be boring Mayo anymore. We’re going to be Miracle Whip!” the town’s mayor Ann Murphy mentioned. “I positively assume this can put us on the map.”

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The Kraft Heinz promotions group then deliberate to seize video footage of residents speaking in regards to the identify change and swapping out the mayonnaise of their fridge with Miracle Whip. (By the way in which, Miracle Whip contains lots of the identical elements – oil, eggs, vinegar and water – as mayonnaise, however doesn’t have sufficient oil to be known as mayonnaise.)

However in a small city similar to Mayo, which has fewer than 1,500 residents, the truth that the identify change is not actually everlasting is just not anticipated to stay a secret for lengthy. “All people is aware of everyone. It has been sort of troublesome to maintain every part beneath wraps,” mentioned city clerk Linda Cone. 

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Town of Mayo – named after accomplice colonel James Mayo – is the county seat of Lafayette County, the state’s second-least populous county. The realm’s largest employer is a state jail.

Town, and Kraft Heinz, bought loads of consideration within the escapade together with a narrative in The New York Occasions, in addition to protection by native TV information stations and newspapers.

The Miracle Whip joke is simply the newest lark to spice up model fairness and metropolis coffers. Two months in the past, it was the Domino’s pizza chain, which paid for fixing potholes within the small city of Milford, Del. In trade for topping the mounted potholes with the Domino’s brand and the saying, “Oh, sure we did,” the town bought $5,000.

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However not everybody discovered Mayo’s transfer humorous. Within the try to maintain the occasion secret, the town council met throughout a closed session – a possible violation of the state’s open assembly legal guidelines, says Barbara Petersen, president of the First Modification Basis.

“If that is all alleged to be an enormous joke perpetuated on residents, I anticipate they in all probability violated the legislation to drag it off,” she mentioned. “I hate to be a Debbie Downer, however significantly, I do not assume they thought this by.”

Contributing: The Related Press

Comply with USA TODAY reporter Mike Snider on Twitter: @MikeSnider.



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