News (USA)

Honey Maid ‘This is Wholesome’ campaign features same-sex parents

Honey Maid
Honey Maid

The company behind Honey Maid graham crackers on Monday unveiled a diversity-rich advertising campaign prominently featuring same-sex parents among its collection of real American families.

With the new 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,” according to a statement by parent company Mondelez International.

Among the real-life stories featured in the 30-second ad, part of Honey Maid’s “This is Wholesome” campaign, is Jason and Tim, who are raising their two sons in a same-sex household. Also featured is an interracial couple and their three children, and a single dad.

“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 of Mondelez International.

“Each family in the campaign embodies an evolving family dynamic and demonstrates those special family connections that align well with the Honey Maid brand,” the company added.


Honey Maid has also released a brief documentary about the families featured in the campaign; here’s more about Jason and Tim and their sons:

The campaign debuts this week on television and a variety of social media and multicultural channels.

Honey Maid is also inviting social media fans and followers to share photos of their own family connections using #thisiswholesome.

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