Honey Maid Made Well

This Honey Maid campaign hits all the right notes. Most families in America are different. Times are changing and the traditional family is increasingly harder to come by. Is that a bad thing? Absolutely not. The ever-changing idea of what makes up a family does not detract from what the essence of a family provides. Love, safety, security, support. This is what the snack brand wants to convey in its messaging.

I think they did it superbly with their ‘wholesome’ angle. It ties in with a USP for the cracker itself and also stands for something more societal.

Although some, namely teachers I’ve come across in school, would argue, “It’s just a graham cracker. The messaging can’t be so grand. It doesn’t fit.” They would argue how a simple product could tie in with such a deep and elevated message. They would argue that it wouldn’t work.

I believe in the exact opposite. I would argue that this campaign is brilliant. They’ve managed to take a simple snack and elevate it to something that stands for so much more. You’re not just eating a cracker, you’re consuming the idea of what this brand believes in. It differentiates them from its competitors and gives them a voice you’re proud to listen to.