Honey Maid New TV and Social Campaign Shares Stories of Acceptance

What: Honey Maid, a Mondelēz International brand, has released the latest chapter in the “This Is Wholesome” campaign, which underscores importance of acceptance in the changing American culture.
Why it matters: The new integrated marketing campaign, which started on April 4,  is runing on television and social media. In addition, the company is introducing the browser app Wholesome Button to allows users experience the Internet through the lens of acceptance and positivity. Droga5 NY worked on the creative and Weber Shandwick did the PR and created the wholesome button.  Carat is Honey Maid’s media agency.


In today’s world, society acknowledges the diversity of American families – yet true acceptance is not always displayed, especially towards the Hispanic community. Honey Maid, a Mondelēz International brand with a legacy of celebrating the diverse fabric of the American family, is embarking on the third year of its “This Is Wholesome” campaign, sharing stories of families who have been brought closer together through one thing: acceptance. Carat is Honey Maid’s media agency.

The latest chapter in the “This Is Wholesome” campaign, focused on capturing the shift from simply acknowledging the diverse fabric of America to actually showcasing how acceptance can foster love and friendship within families and among neighbors.

The integrated marketing campaign, started on April 4, consists of four new digital spots, one of which will also run on television, and a dedicated digital and social media program, media collaborations and PR. Droga5 New York created the new spots. Weber Shandwick created the Wholesome Button. Carat is Honey Maid’s Media Agency.

Running on television and social media, this new integrated marketing campaign spotlights five real families and encourages Americans to view the world through the eyes of acceptance, including the story of a Hispanic father, his son and his son’s partner. “Mis Hijos” chronicles the father’s journey to accept his son and son-in-law.


The other spots include:

Acceptance isn’t always a reality. A recent Pew Research Center survey[1] found that nearly three-quarters of American adults who use the internet have witnessed online harassment.

Wholesome Button

HoneyMaid_MisHijos16In tandem with the 2016 creative launch, Honey Maid is introducing the Wholesome Button – an easy-to-add browser app that allows users to experience the Internet through the lens of acceptance and positivity. Once added, users simply click the “Wholesomize It” bookmark in their bookmarks bar anytime they desire to replace images and headlines on their screen with content celebrating love, heartwarming family connections and acceptance.

“Our new campaign creative taps into a cultural insight that is rooted in the change of the American family dynamic,” said Katrina Plummer, Equity Brand Manager, Honey Maid, Mondelēz International. “This tool truly allows users to view the Internet through the lens of acceptance and positivity, something that is part of our brand DNA,” said Plummer. “By giving people the opportunity to connect with our campaign and share a reimagined world, we hope to bring wholesome families closer together, invite people to think about acceptance in their own lives and even start a dialogue with someone within their own family or community that they have struggled to accept.” In addition to Plummer, the following executive at Mondelez are actively involved in the campaign: Jason Levine VP, Biscuits Equity, Mondelez International and Emmett Schaller Senior Associate Brand Manager, Media & Content.