Honey Maid Is Okay With People Hating Its Ad Showing “Wholesome” Gay Parents

Next to Saltines, graham crackers — which were actually created with the intention of curbing one’s animal urges — are about as innocuous a food item as you could imagine. So it’s a bit odd that Honey Maid graham crackers are in the middle of a social media to-do over an ad featured interracial families and same-sex parents and state in no uncertain terms that “This is wholesome.” Some folks weren’t too happy about this ad and unleashed a torrent of nastiness at the company (which, again, makes graham crackers). Today, Honey Maid unveiled a new video showing these detractors what they can do with their complaints.

The Honey Maid spot, which first ran on March 10, has generated its share of negative responses, most notably a letter-writing campaign from the not-at-all-overreacting One Million Moms.

“Nabisco should be ashamed of themselves for their latest Honey Maid and Teddy Graham cracker commercial where they attempt to normalize sin,” wrote the group. “This commercial not only promotes homosexuality, but then calls the scene in the advertisement wholesome.”

Honey Maid’s new clip, which you can watch above, shows two artists going through the process of taking printouts of the angry Tweets and Facebook comments — labeling the spot “disgusting” and calling for a boycott of the company (which, given how many products Mondelez puts out under the Nabisco banner, would mean some very empty pantries) — and rolling them into tubes, which they then stand upright and use to form the word “Love.”

Perhaps the reason that Mondelez/Nabiso/Kraft/whatever it’s called these days is being so bold in its response is that, according to the video, positive responses outnumbered the negative by a ratio of ten to one.

Thanks to Richard for the tip!

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  1. lmbrown says:

    I shared their ad on my Facebook page as a celebration of diversity in families. Like the Cheerios ad.

    There will always be jerks that want to cause trouble. I mean – if you find the ad objectionable – don’t watch it and don’t buy the product. Easy …

  2. furiousd says:

    I remember when companies used to make products and not social statements

    • ophmarketing says:

      Brands have always strived to show the range of their audiences in their ads. (Remember when Coca-Cola in the early ’70s made a point of showing people of all races coming together on a hilltop?)

      Unfortunately, there will always be some people in our society who can’t accept that people who aren’t exactly like them have the audacity to exist. Kudos to Honey Maid for throwing a giant, adorable”fuck you” right back in the faces of those closed-minded a-holes.

    • MarkyMark says:

      I remember a time when companies made products to make money regardless of their gender, race, sexual orientation, religion, etc. So if they have to spend money to make an ad to reach every demographic to make more money in a nation that is becoming more and more diversified then so be it.