Target: W. Anthony Vernon, CEO of Kraft Foods, Honey Maid’s parent company
Goal: Applaud Honey Maid for its strong response to homophobic criticism
When it ran an ad campaign featuring a family headed by a gay couple, Honey Maid found itself the subject of criticism from groups like One Million Moms. However, instead of backing down, the company issued a strong, positive follow-up that emphasized love and acceptance over hatred. Thank Honey Maid for standing by its principles and commend it for promoting a positive message through its advertising.
Honey Maid’s “This Is Wholesome” ad campaign featured an interracial military family, a family headed by two dads, and a little girl playing with her heavily tattooed parents. Unsurprisingly, One Million Moms (and other groups) took issue with the ad, and the company received messages from a number of people calling the campaign “disgusting” and “horrible.” In a follow-up spot, the company acknowledged the controversy and responded by having two artists use printouts of the criticisms to spell out “Love” in sculpture form. The word was then surrounded by printouts of all the positive comments Honey Maid received. According to the company, positive feedback outnumbered hateful comments by more than ten to one.
It is incredibly heartening to see a number of companies embracing diversity and acknowledging that families (and, yes, customers) take many different forms. But it is even more important to see a company like Honey Maid standing by this message, even at the risk of alienating potential consumers, and to respond with such grace and positivity. Sign the petition and thank Honey Maid for its ad campaign’s commitment to diversity and equality.
Dear Mr. Vernon,
I would like to acknowledge and thank Honey Maid for its recent response to homophobic criticism of its “This Is Wholesome” ad campaign. It is incredibly heartening to see a major brand not only promoting diversity, but standing by its message in the face of harsh criticism.
The video made in response to criticism from groups like One Million Moms was an incredibly positive and constructive way of both acknowledging and rejecting the “controversy” provoked by depicting gay, interracial, and non-mainstream families on TV. The spot, which emphasizes love over hate and positive action over negative words, keeps Honey Maid’s message respectful but uncompromising, and that is a difficult line to walk.
Thank you for recognizing that all families are different but equally important, and thank you for standing by that message even in the face of criticism.
[Your Name Here]
Photo credit: theimpulsivebuy via Flickr