Southland

California Sloganeering at Fever Pitch: TV ads sponsored by Mayor Riordan & Co. boast that in Los Angeles, “we’re the best.” Meanwhile, the folks at L.A. Gear remind us that “L.A.--It’s in your head.” Not to be outdone is the California Milk Processors Board, which in advertising set to premiere this week reveals the reason why that mouse put his amusement park in California and why Californians drink wine: “It’s the cheese.” The $8-million campaign created by McCann-Erickson in San Francisco is intended to boost cheese consumption at a time when production is hitting record highs. As slogans go, we can’t forget the one for Sunkist pistachios: “The best nuts come from California.”