How Honey Maid brought healthy household Values Into The 21st Century
Senior advertising and marketing director Gary Osifchin talks about why the brand relaunched by using telling actual stories of the modern American family.
July 13, 2015
not long after Donald Trump launched his gong show of a presidential marketing campaign with comments calling Mexican immigrants drug dealers, criminals, and rapists, a century-old cracker brand provided up its own take on the reality of american diversity.
just before July 4th, Honey Maid debuted the latest advert in its ongoing “that is wholesome” campaign: in it, contributors of the Gomez household, who immigrated to the us from the Dominican Republic, pointed out what being American approach to them. A heartwarming addition to an already a success campaign, “4 de Julio” epitomized the brand’s imaginative and prescient of healthful domestic values.
In 2014, two years after the logo was once relaunched by using dad or mum Mondelez global, Honey Maid debuted #ThisIsWholesome, created via company Droga5, which depicted a diverse collection of yankee families that included similar-sex couples, blended, and biracial households. When Honey Maid launched its marketing campaign, it was once into a media environment that had already considered a few big statements on range from large brands (see Cheerios’ charming interracial household from 2013, Coke’s 2014 super Bowl spot, “it’s gorgeous”). but, nonetheless, this was once Honey Maid, a very mainstream model, in search of extensive enchantment, and with decidedly un-edgy product. And when a model like this decides to forgo the focal point-grouped-to-demise, diluted, actually white-bread way in favor of something riskier, it becomes that rather more attention-grabbing. together with the 30-2nd television spot, the emblem made brief doctors profiling three of the households featured in the ad—Mondelez world senior advertising director Gary Osifchin, who heads up advertising for Honey Maid, says none of the advertisements have been market tested earlier. The response was generally positive, but did entice the predictable backlash. the emblem did not blink, in truth it turned the hate mail into another advert, by which artists used the bad letters to spell out “Love.”
The daring way has paid off for a brand that’s product has lengthy been relegated to faceless conduit for the sexier marshmallows and chocolate at cookouts. Osifchin says the emblem’s core graham cracker product has viewed its business boosted in the high single digits since the marketing campaign started out. “It’s catapulted the emblem to the emotional stage,” says Osifchin. “historically, the emblem’s always been utilized in recipes, but we’ve long gone from that to a brand that people need and make a selection to use on account of the message we’re hanging into the world.”
whereas Honey Maid has been around for nearly one hundred years, it doesn’t rather hang the identical sweet-toothed sway as some of its Mondelez cookie-brand brethren like Oreo or Chips Ahoy. as a way to relaunch the crackers, Osifchin and Droga5 dug back into Honey Maid historical past to search out what would eventually develop into the root of its strategy.
“We appeared back at many years of merchandising and Honey Maid was once at all times portrayed as a healthy snack, one thing you might want to say sure to,” says Osifchin. “And so many of these advertisements depicted the wholesome domestic. but the households were very much a Madison Ave family, no longer essentially reflective of what the united states gave the impression of in the ‘40s, ’50s and ’60s.”
That word healthful, just saved arising once they would take into consideration what the logo’s identify and picture are, even these days, from both a product and consumer standpoint. but rather a lot about both had changed over the years. “The product has taken out excessive fructose corn syrup, delivered extra whole grains, and advanced, as we’ve also considered the American household exchange,” says Osifchin. “One take a look at the census data and you will find customers in america are completely different than what they were sooner than and the composition of the American household is totally different, too. the diversity of families that exists as of late become the foundation of the Honey Maid idea.”
It was once a easy thought, tapping the history of the emblem whereas ushering it into the 21st century.
The ads for #ThisIsWholesome won’t had been tested earlier than launch, however that was since the model’s confidence within the thought—to mirror the fact of the American domestic—used to be unwavering. Osifchin says that the core thought of celebrating healthy households, is one thing everyone can relate to. “you may not like the entire households being portrayed, but it’s relatable,” he says. “As a marketer, stewarding a model, it’s crucial to have that insight right. We took our time with the intention that was right from the get-go, then we noticed the wonderful ideas the creatives at Droga5 and our other agency partners have been growing off of that perception, and the breadth of possible stories, and we pretty with no trouble stated sure.”
the use of actual household stories additionally transform core to the campaign, to point out relatively than tell what a modern American domestic seemed like. “What’s been so essential is to all the time show up in an awfully trustworthy, genuine means,” says Osifchin. “The households are all actual households, and we’re on this trip to all the time inform real stories. That juxtaposition of that with the enjoyment of our Honey Maid merchandise, works collectively nicely. It’s a easy story that we’re telling. That’s part of the magic that works so neatly for us.”
the speculation of using a group of single father or mother, comparable-intercourse, biracial and other household combinations might’ve have made for a brief and candy one-off campaign. but Osifchin says that the logo determined very early on that this used to be going to be a key a part of the Honey Maid picture and there used to be no level in doing it midway.
“I had these conversations internally with senior management from the beginning, that stated if we come to a decision to do this, first we’re all the time going to inform our stories the suitable means, and secondly we’re always going to be telling these tales,” says Osifchin. “finding out to do it out of the gate meant figuring out to move on a experience of reinventing the emblem. We have been going to persist with the stories representing one of the crucial breadth and depth that exists in the usa. we will’t characterize everyone, but we do represent some of the range in the us lately.”