Can Honey Maid's #Thisiswholesome Campaign Go 10 Years?

What’s next for Honey Maid’s groundbreaking #Thisiswholesome campaign, which featured a wide array of modern American families from single dads to gay families to liberally-tattooed families? For one, continuing to highlight the fact that the original work inspired a “10-to-1 positive response” from consumers, according to Gary Osifchin, Senior Marketing Director for Wholesome Sweet, Entrepreneurial Brands and Channels at Honey Maid parent Mondelez International. As for the haters, Osifchin told attendees of OMMA Video on Thursday: “We’ll let people deal with their own emotions … we’ll stick with what we know to be true.” That includes efforts like Honey Maid’s “Love” response video, which has been viewed nearly 4 million times on YouTube since its release in early April. Honey Maid also has new products launching, next year. With the continued help of creative agency Droga5, it has already shot the work for those products, which, according to Osifchin, reflects the brand’s bold new take on what it means to be wholesome. “It’s a ten year idea,” Osifchin said of the brand’s new take on the American family. “I’m most excited about that,” he said of the effort’s long term potential.

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