2014: Honey Maid debuts its ‘This is Wholesome’ campaign

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today's marketing moment was chosen by Julia Beardwood, founder and partner at Beardwood & Co. Below, find out why the 2014 launch of Honey Maid's 'This is Wholesome' campaign is one of her favorite marketing moments.

In the past few years, I've loved Honey Maid's "This is Wholesome" campaign.

At a time of generational change, this campaign highlighted the wholesome caring that goes into every modern family, regardless of how non-traditional they might look like from the outside.

Unlike some other viral campaigns that felt like they're boosting their brand by attaching it to a hot issue like female empowerment, Honey Maid found an issue true to their wholesome equity and gave people a new reason to relate to their wholesome brand.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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