Early in the year Cheerios hit the advertisement sweet spot when their Superbowl Ad subtly depicted a multiracial family. This spring, Honey Maid expanded on this idea and introduced its new ad campaign celebrating every kind of family. The “Wholesome Love” ad depicted multiracial families, same sex families, a single father and a punk rock family, all of which were the embodiment of the meaning of love.
The nearly 90-year-old graham cracker company’s branding was the celebration of “real-life stories” giving the audience a longer look at the families.
A spokesperson for Mondelez, the owner of Honey Maid, expanded on the idea of the ever changing contemporary society and the relevance with the ever changing and dynamic brand. “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 advertising campaign transcends television, and asks fans to take to social media using the hashtag #ThisIsWholesome to share photos of their own wholesome families and to interact and connect with followers.
However, the #ThisIsWholesome gained a significant amount of traction from negative opinions on twitter. Honey Maid not only stuck to their original message, but also responded with a message that was even more powerful than any of the hate.
The “Wholesome Love” ad campaign went to places that no other televised campaign had dared to go. The controversy surrounding same sex families has become more relevant in the recent years because of the amending of same sex marriages in the United States. The ad also spent less time focusing on the actual product, and more time focusing on the feelings that we get when we spend time with people that we love. Wholesome and meaningful connections are becoming more rare in this day and age. The 90-year-old company has an established brand, but needed some new way to evolve.
Schultz, E. (2014, March 10). Honey Maid’s Take on Wholesome Families Includes Gay Couple. Retrieved September 3, 2014, from http://adage.com/article/see-the-spot/honey-maid-s-wholesome-families-includes-gay-couple/292074/
Moss, C. (2014, April 4). Honey Maid Found The Perfect Way To Respond To Homophobes Who Hated Its New Ad Read more: http://www.businessinsider.com/honey-maid-wholesome-love-response-2014-4#ixzz3CN3NR3LV. Retrieved September 3, 2014, from http://www.businessinsider.com/honey-maid-wholesome-love-response-2014-4