HoneyMaid celebrates wholesome families with love
Honey Maid, the Nabisco/Mondelez cereal brand, has responded to flak over its “This is Wholesome” celebration of family diversity with a creative film reframing the debate over inclusiveness. The “This is Wholesome” campaign notes in the nearly 90 years that Honey Maid has been part of American families’ lives, a lot has changed. More moms work and more dads stay at home. More kids are brought up by single parents, or grandparents, or two dads or two moms. This campaign recognizes that no matter how families change, what makes them wholesome never will. Americans are invited to register their family photos on the crowdsourcing photography site Foap. One Million Moms, the conservative pressure group, took exception of the inclusion of gay couple in the campaign (30 second commercial and 1:45 minute documentary) and launched an email campaign to get the ads withdrawn. The Honey Maid response places all the negative messages in the word “Love”, surrounded by a sea of supportive messages.
The This Is Wholesome campaign was developed at Droga5 New York by creative chairman David Droga, chief creative officer Ted Royer, executive creative director Kevin Brady, senior copywriter Nathan Lennon, senior art director David Gibson, chief creative officer Sally-Ann Dale, head of broadcast production Ben Davies, producer Bill Berg, head of brand strategy Ted Florea, brand planning director Matthew Springate, group communications strategy director Colleen Leddy, communications strategist William de Lannoy, working with Honey Maid Wholesome Sweet senior marketing director Gary Osifchin, senior brand manager Tracey Benitz and senior associate brand manager Funbi ibe.
Filming was shot by directors Martin + Lindsay (TJ Martin and Dan Lindsay) via !brainwash with director of photography Carlos Veron, executive producer John Marias and producer Tanya Stephens. Editorial work was done at Lost Planet.
Sound was produced at Sonic Union by mixer Paul Weiss. Voiceover casting was by Maria Pappalardo.