Ad of the Day: Honey Maid Celebrates Single Dads, Gay Dads, Punk Dads and More

Reclaiming the word 'wholesome'

Headshot of David Griner

Ever since Cheerios struck unexpected marketing gold with its subtle ad about an interracial family, brands seem to have woken to the realization that inclusiveness can be a good thing. Or even a great thing.

And this week, no one's more inclusive than Honey Maid. The graham cracker brand has launched a new spot from Droga5 called "This Is Wholesome," featuring real-life parents from many different backgrounds. Although it's only a :30, we see at least five different families, not one of which fits into advertising's usual white, heterosexual paradigm. 

There are gay dads, two mixed-race families (one military), a single dad and a punk-rock family that dances around dad's drum kit. This level of ultra-diversity could easily feel forced if the footage hadn't been selected and handled so deftly. The three corresponding documentary clips below also complement the campaign's storytelling and highlight that these are real families and neighbors.  

The warmth of the campaign gets doused a bit when corporate parent Mondelez International discusses the ad, but I suppose you have to give them points for practicality. The campaign's news release opens with stats on the number of U.S. single-parent families (20 million) and Hispanic families (11.6 million), along with the fact that one in 12 marriages are interracial. 

"We recognize change is happening every day, from the way in which a family looks today to how a family interacts to the way it is portrayed in media," marketing director Gary Osifchin says in a statement. "We at Honey Maid continue to evolve and expand our varieties to provide delicious, wholesome products so they can be a part of everyday moments of connection in a world with changing, evolving family dynamics."


Client: Mondelez International / Honey Maid

Senior Marketing Director, Wholesome Sweet: Gary Osifchin

Senior Brand Manager: Tracey Benitz

Senior Associate Brand Manager: Funbi Ibe

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Executive Creative Director: Kevin Brady

Senior Copywriter: Nathan Lennon

Senior Art Director: David Gibson Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Producer: Bill Berg

Head of Brand Strategy: Ted Florea

Brand Planning Director: Matthew Springate

Group Communications Strategy Director: Colleen Leddy

Communications Strategist: William de Lannoy

Account Director: Jodi McLeod

Account Manager: Joan Wortmann

Assistant Account Manager: Jasmine McDavid


Production Company: Brainwash

Production Company: Jefferson

Directors: Martin + Lindsay

DOP: Carlos Veron

Executive Producer: John Marias

Producer: Tanya Stephens

Editorial: Lost Planet Editorial

Editor: Christopher Huth

Assistant Editor: Adriana Machado

Executive Producer: Krystn Wagenberg

Producer: Kate McCormick

Postproduction: MPC

Managing Director: Justin Lane

Senior Producer: John Skeffington

Telecine: Adrian Seery


Music: Search Party Music

Executive Producer: Eric David Johnson

Assistant Music Producer: Winslow Bright

Composer: John Askew

Sound: Sonic Union

Mixer: Paul Weiss

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."