Honey Maid responds to critics of ‘This is Wholesome’ campaign


The Honey Maid graham cracker company has responded to a backlash over a March “This is Wholesome” ad campaign by releasing a video.

The ads feature families of two fathers, a single father, a punk rock family with a living room drum kit, an interracial family and a military family. They say, “Everyday wholesome snacks, for everyday wholesome families.”

Those who had seen the ad took quickly to Twitter to voice their opinions about the campaign.

Honey Maid’s video response features two young artists building the word “love” from printed and rolled up negative tweets about the ads. The negative comments range from “disgusting!” to people calling for a boycott of Nabisco products.

The artists then fill the space around it with the positive comments — about 10 times as many. Those comments ranged from families sharing their stories to reiterating the campaign’s message that a family is what you call a family and not what others call it.

Now, Honey Maid’s social networks are encouraging fans to submit photos of their family to show what “wholesome” means to them.

They wrote on Facebook, “A lot has changed in the years that Honey Maid has been part of American families’ lives. More moms work and more dads stay at home. More kids are brought up by single parents, or their grandparents, or two dads, or two moms. But no matter how things change what makes a family a family never will.”

Watch the response below.

 

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