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Brand Story We Love: Honey Maid

People don’t really love logos. Or fonts. They may respond to them. But what they love is community. And being part of one.

To be human is to want to be an “us.”
To be an “us,” there must also be a “them.” And a clear set of values that rally the “us” and repel the “them.”

Well defined brands stand for something, beyond what they sell or provide. And that’s what Honey Maid has done with its “This is Wholesome” campaign.

Their ads reflected families of today:
Most ads remain stuck in some sanitized parallel universe that has little footing in reality.

This is Wholesome redefines the family around love in its various forms, not the idealized pretend-perfect form of a bygone era.

This is Wholesome
It casts its net to include single dads, same-sex couples, and families that more accurately reflect the people that we know. That we love. That we are or will grow into being.

Fights hate with love:
When the ad got push back from conservative groups, Honey Maid responded with love. Literally. They commissioned two artists to transform the often hate-filled missives into a physical representation of the word “love.”

Why we love it:

  • The campaign stands for something more than a cracker, encouraging a vision of the world that is more progressive and inclusive.
  • It fights hate and intolerance with more love.
  • It puts its values out into the world through simple, beautiful storytelling that clearly defines and “us” and a “them.”

Future generations will look back on this tempest in a teapot and wonder what on earth the fuss was over. But it is still only recent that a major brand put forward an ad featuring a mixed race family. 60 years after the first scripted mixed race kiss on TV (Star-Trek) and in a country that has not yet uniformly adopted marriage equality, it is very brave.

And given how well the campaign has been performing, it might just be very profitable too.

Susan McLennan

Susan McLennan

Founder at ReImaginePR
Susan McLennan helps brands become better storytellers both through the media and through direct and digital communications. She is an award-winning communicator with a background in television production who has secured media coverage through some of the top media outlets in the world and created content that has won hearts and changed minds locally, nationally and internationally.
Susan McLennan

@SusanMcLennan