For nearly 90 years, Honey Maid has been a wholesome part of snack time, and today the brand launches its latest integrated marketing campaign that celebrates a continued commitment to making nutritious products for every wholesome family. With the new “This is Wholesome” campaign, Honey Maid recognizes that while the makeup and the day-to-day lives of families have evolved, the wholesome family connections remain the same.
It is no secret that the traditional American family has changed; today, in the U.S., there are nearly 20 million single parent households, 11.6 million Hispanic family households and one in 12 married couples in the U.S. are interracial. The new Honey Maid integrated marketing campaign highlights the ways in which the family dynamic has transformed over time, paralleling it with Honey Maid. Just like the Honey Maid products have evolved, Honey Maid believes that no matter how things change, what makes us wholesome endures.
“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,” said Gary Osifchin, Sr. Marketing Director, Biscuits, Mondelez International. “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.”
As a classic American brand, Honey Maid has held a special place in families’ hearts for nearly a century, and this principal has been applied to this new integrated marketing effort. The campaign is focused on sharing the stories of real, diverse American families, bringing to life the reality that while families may look different today than they did yesterday, they all, like Honey Maid, remain wholesome at the core.
Among the real-life stories featured in the campaign include Joey, a punk-rock musician and his wife Terry, who bond while cooking with their daughter, Moxie; when mom is done tutoring and dad gets home from touring the world with his band, all three enjoy one of their favorite family treats, graham crackers with a thin layer of icing. Another family is that of Jason and Tim, who are raising their two sons in a same-sex household and love playing board games and enjoying a night relaxing together on their family heirloom swing. A third, RJ, is a single father who is featured with his son Travie, who make every Friday “Sweet Friday” with a movie and ‘Cracker Stackers.’
Each family in the campaign embodies an evolving family dynamic and demonstrates those special family connections that align well with the Honey Maid brand attributes.
The integrated marketing program has been developed with an agency roster including Droga5 New York (advertising and digital), Mediavest (media buying) and Weber Shandwick (public relations). Advertising will debut this week on television and extend to a variety of social media and multicultural channels. As part of the campaign’s digital activation, Honey Maid fans and followers are encouraged to share photos of their own wholesome family connections using #thisiswholesome. Visit Honey Maid on Facebook to learn more and to participate.
Over the years, the Honey Maid line has evolved to include more than 25 different snack varieties, through product formats and packaging types. From graham crackers to Teddy Grahams and Grahamfuls, Honey Maid products are made with 100 percent whole grains and contain no high fructose corn syrup.