Ad of the Day: Honey Maid Celebrates Fourth of July With an Immigrant Family’s Story

Another 'wholesome' take

Headshot of Tim Nudd

It's been a great week for acceptance of diversity. And now, Honey Maid continues that trend as we head toward Fourth of July weekend with a new ad that explores what it means to be American through the lens of a Dominican family of immigrants.

The Mondelez graham cracker brand's "This Is Wholesome" campaign has celebrated same-sex, mixed race and blended families. This new spot from Droga5 takes the brand into multicultural territory, as we meet the Gomez family, who are celebrating Independence Day as American citizens.

Arisandy, an environmental engineer, and Cindy, a realtor, show off their three children, and discuss the difficulties they've faced as a immigrant family—and also the deeply meaningful connection they have to the U.S., as we see them lighting sparklers, having a cookout and (product alert) grilling s'mores.

The U.S.'s foreign-born population has grown by 31 percent in the past decade to 76 million people, or one-fifth of the total population, according to Honey Maid. Consumers are are encouraged to share their love for all families with the hashtags #MeltingPot and #ThisIsWholesome.

"Honey Maid has a history of celebrating all families and the wholesome moments that make them who they are," said Gary Osifchin, portfolio lead for biscuits at Mondelez International. "The Gomezes embody the resonant strength behind America's blended and diverse culture. It is an honor to highlight their family's experiences and traditions this Fourth of July."


Client: Mondelēz International / Honey Maid

Senior Director, Biscuits North America: Gary Osifchin

Senior Brand Manager: Mikhail Chapnik

Senior Associate Brand Manager: Jared Moran

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Executive Creative Director: Kevin Brady

Associate Creative Director: Tara Lawall

Associate Creative Director: Devon Hong

Copywriter: German Rivera Hudders

Art Director: J.J. Kraft

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast: Ben Davies

Associate Broadcast Producer: Goldie Robbens

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Matt Springate

Senior Communications Strategist: Taylor Hines

Senior Social Strategist: Kat Popiel

Social Media Manager: Rob Engelsman

Data Strategy Director: Katty Lein

Data Strategist: Annie Corbett

Group Account Director: Brett Edgar

Account Director: Amanda Chandler

Account Manager: Jasmine McDavid

Associate Account Manager: Amy Rosenberg

Project Manager: Andra Johnson

Production Company: Variable

Director: Jonathan Bregel

DOP: Stuart Winecoff

Executive Producer: Tyler Ginter

Producer: Alex Friedman

Production Supervisor: Paige DeMarco

Editorial: Variable

Editor: Jonathan Bregel

Co-Editor: Alex Moratto

Executive Producer: Tyler Ginter

Producer: Alex Friedman

Postproduction: Nice Shoes

Colorist: Sal Malfitano

Flame Artist: Jason Farber

Music: Music Bed

Composer: Adam Taylor

Sound: Defacto Sound

Sound: Sonic Union

Mixer: Rob McIver

Public Relations Agency

Weber Shandwick Worldwide

Lauren Danis, Executive Vice President

Michael Schiferl, Executive Vice President

Caroline Lainio, Vice President

Libby Tierney, Director

Andrea Clift, Group Manager

Media Buying Agency


Jamie Glastein, Associate Media Director

Ridah Mannan, Connections Manager

@nudd Tim Nudd is a former creative editor of Adweek.