Honey Maid graham crackers launched a heartwarming new ad campaign yesterday called "This is Wholesome" that highlights several different kinds of families, including an interracial couple, a gay couple, and a single dad.
Ad Week reports:
Honey Maid, which is owned by Mondelez International, debuted the campaign today on TV shows including ABC's "The View." The ads are the latest example of mainstream marketers attempting to infuse more diversity into their advertising, as Ad Age outlined today in a story about the new faces of advertising.
The Honey Maid ads show what the brand describes as "real-life stories," including Jason and Tim, a couple raising two sons...
"We recognize change is happening every day, from the way in which a family looks today to how a family interacts to the way it is portrayed in media," Gary Osifchin, senior marketing director for biscuits at Mondelez, said in a statement. "We at Honey Maid continue to evolve and expand our varieties to provide delicious, wholesome products so they can be a part of everyday moments of connection in a world with changing, evolving family dynamics."
The company is also inviting people to join the campaign on Facebook and Twitter by uploading photos of their own "wholesome family connections" under the hashtag #thisiswholesome.
The extended ad featuring Jason and Tim, the two gay dads, is after the break. As Joe Jervis notes, while the trolls have already started to attack the YouTube comments section, the company is receiving mostly positive feedback on Facebook.
Click the links above to show Honey Maid some love for including our families in their advertising.