Honey Maid: This is wholesome

This article demonstrates how Honey Maid, a snack brand, grew sales and relevance in the US by showing it understood the changing face of the American family and supported LGBT parents.

Honey Maid: This is wholesome

Todd Wilkinson

Reinventing a vintage brand is never easy, especially in changing times. Now imagine the daunting paradox that awaited Mondelez International, parent company of Nabisco, when it set out to put the fresh face of American diversity on a product — Honey Maid graham crackers — closely identified with traditional family values of generations past.

Mondelez's bold solution was "This is Wholesome," a headline-making LGBT campaign that earned grand prize recognition at the 2014 ANA Multicultural Excellence Awards. Crafted with agency partner Droga5, the multiplatform execution was hailed for celebrating the love and...

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