tooting your own cheesy horn

We are lucky to live near the Market Basket in Salem, where can be found Macaroni and Cheese, Made with Real Cheese! Calling attention to the fact that On-Cor, unlike those other producers, proudly declines to exploit an apparent legal loophole that allows a product to be called "Macaroni and Cheese", even if it contains no cheese!

No such deceit for these guys, no sir. In the high stakes world of macaroni and cheese advertising, they've boldly drawn the line at the cheese, and taken their stand by God. Imagine the marketing work behind this. The frozen foods section of the On-Cor account assigned to some junior advertiser (or maybe those high-stakes guys on "Trust Me") who dreamt once, perhaps, of the DeBeers account, pondering the product differentiation. Can't really use a nutritional angle, so comes up with this. Next stop, the ravioli--"Good source of calcium and protein!"