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Research

Insights: How Honey Maid Reaches the Modern Family

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.