Honey Maid Takes Political Stance
In March of 2014, Honey Maid released an ad titled This is Wholesome. The commercial features different families, most prominently featuring two dads and their two children. Other families include a mixed race couple, a single dad, a tattooed ‘rocker’ family, and a military couple. Overlaying clips of these families laughing and sharing Nabisco snacks is the tagline of the ad: “No matter how things change, what makes us wholesome never will. Honey Maid. Everyday wholesome snacks for every wholesome family. This is wholesome.”
Honey Maid: This is Wholesome
This 30 second commercial spurred a storm of response and reaction. Leading the charge of voices against Honey Maid is the conservative activism group One Million Moms. The organization released a statement titled Honey Maid Offends Conservatives, stating Nabisco “should be ashamed of themselves” for their “attempt to normalize sin”. One Million Moms concluded the statement with a call to action: “Please send U.S. key executives for Honey Maid and Nabisco (owned by Mondelez International) an email urging them to pull this liberal commercial immediately and remain neutral in the culture war.”
Nabisco’s response to the conservative backlash their commercial received came last week. On April 3rd, Honey Maid: Love was released on YouTube.
Honey Maid: Love
In less than a week, the video has reached over 3 million views.