Insights: How Honey Maid Reaches the Modern Family

descarga (2)Honey Maid is an iconic American brand that has been part of families’ lives for more than 90 years. But love for the brand had faded. It was seen as old-fashioned and consumed on one occasion: making s’mores.Through interviews and research with its target audience of parents, Honey Maid saw that families in the U.S. were increasingly searching for wholesome family moments. The brand needed a campaign that could reposition it as a modern snacking brand for today’s families, tying into Honey Maid’s history of creating wholesome products with real ingredients. (This insight piece has been provided by the Association of National Advertisers (ANA) it is part of its recently published Multicultural Marketing and Diversity Brief).   

This insight was the key driver behind the campaign’s big idea. Honey Maid recognized that the families who enjoy its products have changed, but the wholesome connections that make up a family have not. This mirrored how Honey Maid had expanded its product offerings over the years while keeping its wholesome ingredients.

Honey Maid recognized that the families who enjoy its products have changed, but the wholesome connections that make up a family have not

descarga (1)The #ThisIsWholesome campaign launched in March 2014 with TV commercials celebrating the diversity of the modern family. The ads featured real-life parents from different backgrounds — including gay dads, multicultural families, and single parents. The commercials were supported with longer, documentary-style digital films that gave consumers the opportunity to learn more about the featured families. Engagement was driven by banner advertising, PR outreach, and a social activation that asked people to share photos of their own families.

The campaign did not gain everyone’s approval. Honey Maid was attacked on social media and boycotted by groups like “One Million Moms.” Instead of backing down,though, the brand released a public response that turned all of the negative comments into something positive: video of the creation of a paper sculpture made of the negative comments, forming the word “love.”

Results

• Meeting an objective to ignite conversation and engagement around Honey Maid, Google searches for the brand rose 400 percent during the campaign.

• Honey Maid brand mentions across social media during the campaign launch were 462 percent greater than mention volume in all of Q4 2013 (37,100 mentions versus 6,600 mentions.)

• The campaign earned more than 361,000 earned media impressions, including features on Buzzfeed and Good Morning America. In total, 700 media outlets covered the story.

• The campaign drove penetration growth among Millennial households, a segment where the overall crackers category had seen declines.

• Purchase intent increased 9 percent among consumers exposed to the advertising.

• The campaign delivered an advertising contribution of 13 percent to sales for base Honey Maid products, more than double campaign goals.

Get ready for #Portada16 on Sept. 14 and 15 in New York City! The Hispanic Sports Marketing Forum on September 14, and the 10th Annual Hispanic Advertising and Media Conference on September 15 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.

 


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

We sit down with Raul Moas, the managing director of Accelerated Growth Partners (APG), a Miami-based angel investor network that provides capital to entrepreneurs in Miami, to discuss the city’s exciting startup scene, and how it has fostered the growth of Latin American businesses.


Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

California-based ad tech company The Trade Desk, Inc. has officially gone public on The Nasdaq Stock Market.The Trade Desk debuted on the Nasdaq at US$28.75 as opposed to the company’s US$16-to-US$18-per-share projection.


How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

Sports marketing experts talk about what self created fans’ video content represents to them, at Portada’s Hispanic Sports Marketing Forum, held in New York on September 14.