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Honey Maid, a Mondelēz International brand, recently released the latest chapter in the “This Is Wholesome” campaign, which underscores importance of acceptance in the changing American culture. The campaign will be distributed on TV, online and in cinema through September 2016 in the United States. We spoke to Katrina Plummer, Equity Brand Manager, Honey Maid, Mondelēz International, who provided us more specifics.

20120214 MBA_0199Katrina Plummer, Equity Brand Manager, Honey Maid, Mondelēz International.
Portada: Can you explain what is specifically multicultural/Hispanic in the “Wholesome Campaign”?

K.P: “Honey Maid is committed to celebrating the many wholesome faces and cultures of America – including the Hispanic community. In 2016, Honey Maid is celebrating four different stories of acceptance featuring five families, including a traditional Hispanic father who found joy and love in accepting his gay son and son-in-law, a disabled veteran and wife that have come to accept their new post-war reality, a young boy who has accepted his adopted brother, and two neighboring families who have grown to realize they have more similarities than differences.”

Portada: What are your expectations in terms of how many people will drag the button below to your bookmarks bar, then click to change any webpage into one that’s full of love, positivity and acceptance.
K.P: “A recent Pew Research Center survey found that nearly three-quarters of American adults who use the Internet have witnessed online harassment. Forty percent have experienced it themselves. Through the Wholesome Button, the brand hopes people will start viewing the world through the lens of acceptance and see all types of diversity as wholesome. Our goal isn’t one that we quantified, only to inspire Americans to pass along the message of acceptance in a shareable way.”

THE CAMPAIGN
Creative Elements/Media: Four digital spots, one of which will also run on television, and a dedicated digital and social media program, media collaborations and PR.
Owned Media: Honey Maid’s owned social channels (YouTube and Facebook).
Third party content partners: Tasty AND Tastemade and Pinterest.
Paid Media: Digital placements on web-based video players leveraging partner TubeMogul. In-Stream and Facebook Video.
Duration: April 4 through September 2016.
Agency Partners:  Droga5 New York created the new spots. Weber Shandwick created the Wholesome Button. Carat is Honey Maid’s Media Agency.

Portada: Do you have examples of how users are already changing their content with the Wholesome Button?
K.P: “Since launch, the brand has seen the Wholesome Button transform Internet pages into content celebrating love, heartwarming family connections and acceptance.”

“The integrated marketing campaign is rooted in digital with four new digital spots, a dedicated digital and social media program, media collaborations and PR.

The Atlantic_2

Portada: How where the insights the campaign is based on derived on?
K.P: “Honey Maid has long celebrated the many wholesome faces of America because we feel it is important to share stories that represent our consumers. We recognize that while the makeup and day-to-day lives of families have evolved, the idea and importance of wholesome family connections remains the same. The “This is Wholesome” campaign has always shared the stories of diverse, wholesome American families. This latest chapter for Honey Maid is going one step further to celebrate their stories of acceptance and show how acceptance can foster love and friendship within families and among neighbors.”

Portada: How do you expect TV, Social to interact and reinforce each other in this Campaign? What experiences have you made in the past in this sense?
K.P: “The integrated marketing campaign is rooted in digital with four new digital spots, a dedicated digital and social media program, media collaborations and PR.The brand hopes that the latest “This Is Wholesome” campaign will inspire Americans think to about acceptance in their own lives, share the message socially and utilize the Wholesome Button to view the Internet through the lens of positivity and acceptance.”

Portada: What online video properties are you using in connection with the above campaign?

K.P:  “The 2016 creative campaign is being shared through Honey Maid’s owned social channels (YouTube and Facebook) as well as a Digital placements on web-based video players leveraging our partner TubeMogul.”

Portada: What online video type are you using in-stream, outstream, etc.?
K.P:  “We will only be running in-stream and Facebook video.”

Portada: Is this campaign also done internationally, if so in which countries and why?
K.P:  “The 2016 creative campaign will be distributed on TV, online and in cinema through September 2016 in the United States.”

Portada: Does Honey Maid have any content marketing owned properties? Which once are they?
K.P: “We are working with the following content partners: Tasty and Tastemade. We also are running a program with Pinterest.”

Portada: Are there any Hispanic specific ones, which ones?
K.P: “No USH specific content marketing.”

Katrina L. Plummer is the Equity Brand Manager of Honey Maid North America for Mondelēz International.  Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabiscobiscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and Tang powdered beverages. Katrina began her career at Mondelēz International in 2012 in Marketing. Over her years at Mondelēz International she worked on many brands including Halls Cough Drops, Swedish Fish, Sour Patch Kids, Teddy Grahams, and Honey Maid. Katrina received her undergraduate degree in business from Loyola Marymount University and her MBA from Georgetown, McDonough School of Business.

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
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  • Honey Maid

Monica (1)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.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.Read more.

 

  • Target Corp.

descarga (7)Target Corp. will consolidate its  US$686 million media and planning account with GroupM.The Minneapolis-based retailer will shift its business from Haworth Marketing & Media, which is 49% owned by Group M, where its relationship dates back to 1970 as a founding client. Target started working with WPP-owned GroupM last fall. Multicultural Marketing Analytics is one of the areas where Target already started working on with GroupM.

 

  • Walmart

walmart_logo_youtube_400x400Retail chain Walmart, until recently a StarcomMediaVest account, is said to be ‘in conversations’ with WPP Group’s M to move its massive media account.  The discussions come as Target Corp., see above, moves its media and planning business from Haworth to GroupM. Target chief marketer Michael Francis joined Walmart as marketing consultant on Jan. 1. Walmart spent over US$900 million on measured media in the U.S. in 2014, according to the Kantar Media.

 

  • ‘MOVIMIENTO’ 

descarga (6)NBCUniversal Hispanic Group announced “Movimiento,” a social-first movement based on CultureFirst™– a first-of-its-kind report on U.S. Latinos from NBCUniversal’s consumer insights practice, The Curve Report, in collaboration with Telemundo. The first project of the initiative will be “Movimiento Música,” a social video series with multi-platform extensions. Samsung will power the “Movimiento Música” social-hub, highlighting The Panacea Project aimed at ‘Generation M’ (millennial, mobile, multicultural.) The campaign will make their official debut at the Latin Billboard Music Awards on Thursday, April 28, with a special Red Carpet musical moment and teasers to exclusive digital and social content using the hashtag #themvto to promote the series launch the following night.Samsung will have 100% category exclusivity for the first Música artist and will use the branded content to help introduce their new Galaxy S7 and Galaxy S7 edge smartphones. Samsung and The Panacea Project will also be featured in cross-promotional efforts on the popular Telemundo series, “Un Nuevo Dia,” “Suelta La Sopa” and “Titulares Y Mas,” and a one hour on-air special on NBC UNIVERSO. Additional digital and social elements of the campaign will be highlighted via Social Synch, a branded YouTube Channel, Samsung site takeovers on Telemundo.com, a Facebook Audience Extension and more.

 

  • Hallmark VIDA

descarga (8)To help meet the ever-evolving needs of Hispanic consumers, Hallmark is transitioning its existing Spanish-language greetings line to a new lifestyle brand called Hallmark VIDA. VIDA, which translates to ‘life’, will include products and services that help people celebrate occasions both big and small, connect with friends and family and help cultivate traditions that are uniquely Hispanic.VIDA will address the needs of Spanish-speaking, bilingual and primarily English-speaking Hispanics in the United States by offering products in both Spanish and English. The available products will include greeting cards, ornaments, home décor and gifts and gift presentation items for both everyday occasions as well as key seasons like Valentine’s Day, Mother’s Day, and Christmas.VIDA will be found wherever Hallmark products are sold including Hallmark Gold Crown stores, mass-channel retailers such as Walmart, Walgreens and CVS and online at HallmarkVida.com.

 

  • Unilever U.S.

video-20-512X288Unilever’s U.S. Food and Refreshment brands are celebrating Latina moms with a new campaign that combines food and comedy, where the key ingredient is Latinas’ fun-loving nature and culinary creativity. The Tu Twist campaign kicks off with the premiere of an original webseries hosted on ViveMejor.com.The Tu Twist webseries stars Giselle Blondet, the host of Telemundo’s Gran Hermano, and is written by comedian and star of Comedy’s Central’s Alternatino, Arturo Castro. The series features mom’s go-to brands such as Knorr, Hellmann’s, Lipton, Fruttare, Popsicle and Breyers ice cream and how she uses them to keep mealtime fresh and full of her signaturesazón.The videos will be hosted on ViveMejor.com, the online food destination for U.S. Latinos, and the digital campaign kicks-off at the largest event for Latino trendsetters and newsmakers, Hispanicize 2016.Watch the webseries online at ViveMejor.com and use #TuTwist to share photos and your own recipe twists.

 

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.

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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.

https://www.youtube.com/watch?v=Z5Yslch_wJo&authuser=0

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.

Trump Effect could be positive for Hispanics; Honey Maid profiles Dominican immigrant family; Gannett downsizes; and Clinton ponders Latino campaign strategy.

The Trump effect

Yeah, he talked trash about Hispanics and made people very mad. But you know what? He also got more people to, um, notice Hispanics. And that includes general-market media. Publications including the Business Insider, International Business Times, and the Baltimore Sun (which covered Honey Maid’s “4 de Julio” campaign as part of the larger story), as well as usual suspects like the Yucatan Times, ran articles countering Trump’s egregious remarks by making the same points that Hispanic media outlets and agencies have been making for a long, long time: $1.5 trillion market + 17.1 percent of total U.S. population = important demographic. We told you so!

Honey Maid is sweet on Hispanics

“4 de Julio” is one of a new set of TV spots for Honey Maid, the brand that Mondelez International relaunched two years ago. It focuses on the Gomez family, immigrants from the Dominican Republic, talking about what it means to be American. According to Co.Create, along with the 30-second TV spot, the brand made short documentaries profiling three of the families featured in the ad. The campaign from Droga5 extends the #ThisIsWholesome theme, which aims to showcase American diversity by featuring same-sex parents, biracial couples and blended families.
[youtube https://www.youtube.com/watch?v=tsxFM_P5cr4&w=560&h=315]

Sell Clinton like Coke

HillarySpeaking of general market pubs covering Hispanic issues, BuzzFeed ran an article on a potential Hispanic marketing strategy for the Hillary Clinton campaign. BuzzFeed reported, “The campaign is said to be keeping its options open for talent, looking beyond Hispanic political firms that have been brought on for this work in years past to, as an example, ‘go get the firm that does Latino advertising for Coca-Cola,’ said Andres Ramirez, a 20-year veteran Democratic strategist who was part of the local meeting in Nevada.”

BuzzFeed reporter Adrian Carrasquillo spoke to several Hispanic marketing consultants, as well as Hispanic political consultants to get their views on how Hillary should get with Latinos.

Gannet is downsizing

Or maybe we should call it right-sizing. The media conglom spun off its newspaper properties under the Gannett rubric. Now, Tegna Inc., the digital and broadcast company that split from Gannett, is unloading its giant McLean, Va. headquarters complex. London-based Tamares Group will buy the complex and lease part of it back to Gannett. In June, Gannett completed its acquisition of the Texas-New Mexico Newspapers Partnership, and CEO Robert Dickey said that he aims to have newspapers in the expanded chain work more closely together and share assets as USA Today Media Network.

Bromley retires and shuts agency

BromleyExecutives always say they’re leaving somewhere to pursue “other opportunities.” In the case of Ernest Bromley, who founded Bromley Communications in 1981, it’s really true. He’s going after a PhD in consumer behavior, according to the San Antonio Business Journal. Read our full interview with Bromley to hear his thoughts about the current Hispanic marketing landscape and why we need the kind of research that clients won’t pay for.

Local radio up while overall ad spending dips

Kantar Media’s quarterly ad-spending report found that overall dollars were down – and not only because of the extreme advertising for the Olympics last year. Sixteen of the 21 media types Kantar monitors saw lower spends. One of the exceptions was local radio: Hispanic local radio expenditures increased 6.5 percent, while English-language local radio was up 5 percent, thanks to auto dealers, legal services, and healthcare providers. Network radio went down 2.0 percent, and national spot radio dimmed 11.3 percent.

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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.

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