How Honey Maid connected with families in America

This event report discusses how Honey Maid, Mondelez International's brand of graham crackers, has aimed to reflect changing social norms and values in America.

How Honey Maid connected with families in America

Stephen WhitesideWarc

"I was called 'Satan,'" Gary Osifchin confided to delegates at MediaPost's OMMA Video conference, an event held in New York as part of Internet Week 2014. "I was told that I was normalising sin."

It wasn't the sort of consumer feedback that Osifchin usually receives in his role as senior marketing director at Mondelez International, largely charged with brand oversight for wholesome sweet, entrepreneurial brands and channels.

So, what was the source of this unusual degree of ire among shoppers? A campaign for Honey Maid graham crackers celebrating...

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