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.