Target: Gary Osifchin, Marketing Director for Honey Maid
Goal: Thank the company for portraying diverse, wholesome families including same-sex and interracial couples in its recent advertisement
Graham crackers probably aren’t the first thing you think of when someone mentions “diversity.” A recent commercial for Honey Maid graham products just might change that. Food giant Kraft, which includes the Honey Maid brand, created an advertisement with a powerful message: that all loving families are wholesome.
Several conservative groups attacked the ad which depicts diverse, modern households including military, interracial, single parent, same-sex parent and punk rock-loving families. One person called it “disgusting” that such families would be described as wholesome. Honey Maid knew the ad would be controversial yet the company received more than ten times more positive feedback than it did critical comments. A follow up video released by Honey Maid shows artists transforming the hateful messages into a statement of love.
Advertisers are beginning to portray diversity with a greater depth showing that times are slowly changing. Honey Maid’s ad may be just a commercial but many have hailed it as the most progressive yet. Applaud Honey Maid both for showcasing diverse families in its ad and for responding so maturely to people who still view gay and interracial couples with disdain.
Dear Mr. Osifchin,
I am writing to thank you and your company for creating the “This Is Wholesome” ad campaign for your Honey Maid products. The commercial itself is quite moving and demonstrates that love and wholesome families can’t be narrowly defined. By showcasing diversity–a supportive military family, a same-sex couple raising a young child, an interracial family walking together through their neighborhood–you demonstrate your company’s commitment to equal rights for all.
Perhaps more impressive however is the way Honey Maid handled the negative feedback it received in response to the commercial. Conservative group One Million Moms attacked the ad claiming that it “promotes homosexuality” and attempts to “normalize sin.” Rather than ignore or counter-attack such toxic comments your company created a beautiful image of love from the hate mail it received, dwarfed by a an outpouring of support and gratitude.
Diverse families like the ones portrayed in your commercial have always been wholesome, but companies have not always been willing to say so in their ads. Times are changing and I am thankful that Honey Maid can recognize this. Thank you for celebrating diverse, loving families in your commercial and for responding with love when hate reared its ugly head.
[Your Name Here]
Photo credit: Mike Krzeszak via Flickr