Honey Maid, the Mondelez-owned cracker brand, rolled out a new TV advert this week celebrating modern families.
Following the likes of Cheerios in celebrating diversity in American family life – but, so far, without the backlash – the advert features three real life couples and their children.
“No matter how things change, what makes us wholesome never will,” says a voiceover. “Honey Maid – everyday wholesome snacks for every wholesome family.”
The Droga5 New York ad ends on the tagline ‘this is wholesome’ and Honey Maid is encouraging people to share it using the #thisiswholesome hashtag.
It also created a Thunderclap, a social tool that sends out a Facebook post or Tweet from all supporters signed up in one 'blast' in a bid to amplify the message.
Honey Maid surpassed its supporter goal (250) and reached over 175,000 people across social media following the ‘blast’.