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.
That is certainly a step in the right direction. One hopes that others will follow!
ReplyDeleteI am sure others will
DeleteI'm lovin' it. I may have to go to YouTube and give 'em some positive feedback (God! I hate that word...).
ReplyDelete