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| EARLY LADY'S CHOICE MAYONNAISE AD, 1966 |
LADY’S CHOICE was an American food brand that started in
California way back in 1872.
A
Philippine manufacturing plant—the California Manufacturing Company (CMC)—began
operations in 1955, and introduced Filipinos to its world of flavorful
products
like
jams, spreads, pickled vegetables to
condiments and canned goods.
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| "BRING OUT THE BEST" APPEARS FOR THE FIRST TIME IN ADS, 1968 |
The pioneer product of CMC was Royal Pasta,but not long
after that, it launched LADY’S CHOICE MAYONNAISE in the 1960s. Mayonnaise was
already a condiment that Filipinos were familiar with, supposedly invented to the French chef of the
Duke de Richelieu in 1756. To celebrate the Duke’s triumph over the British at
Port Mahon in Minorca, the chef whipped up a celebration dish with sauce made
from cream, egg yolks and oil. Thus, mayonnaise or “mayonesa” as Filipinos in
the early 1930s called the homemade
concoction was born, used mainly for preparing salads.
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| THE 'BRING OUT THE BEST CAMPAIGN' contunues in 1969 |
LADY’S CHOICE MAYONNAISE was one of the first
commercially-produced mayonnaise (the other being Egg-O), and was met with
success. The mother brand was promoted through print advertising, and one of it
early endorsers was the newly-crowned Miss International 1964, Gemma Cruz.
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| 'MAKE IT A LADY'S CHOICE DAY", 1972 Print Ad. |
Individual product advertising began in the mid 1960s,
with many featured recipe ads. The popular “Bring out the Best” slogan came out
in 1968, and would be used throughout the 1970s. Today, LADY’S CHOICE MAYONNAISE is a
Unilever brand, having acquired CMC in 2000.
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