Can you feel the love? Honey Maid is the latest large company to feature LGBT and multi-ethnic families in their commercials. When the company, which makes beloved snacks like Graham Crackers and Teddy Grahams, launched their new ad campaign last month called “This is Wholesome”— a series of videos featuring various types of “wholesome” families eating Honey Maid products, including mixed-race and gay couples—they received quite a bit of negative backlash. Honey Maid responded to the negative comments with a tear-jerker video that features two artists rolling up the printed “hater” comments, and arranging them into the word “Love.”
“The ‘This is Wholesome’ integrated ad campaign focused on sharing the real-life stories of a sampling of families in our society today,” said a HoneyMaid representative in a statement about the original commercial. “Families of all shapes and sizes enjoy HoneyMaid’s wholesome products.”
The video, which was just posted online yesterday already has over 600,000 views, has received an overwhelming amount of support. It was posted with a simple message: “We made a commercial about what makes families, family. And we received a lot of comments. See what we did with them.”
At the end of the video, the Honey Maid artists also arranged the scores of positive comments they got from the ad campaign, and the result was a tapestry of rolled-up paper surrounding the word love, that was “10 times bigger” than the negative comments put together.
Joanna Fantozzi is an Associate Editor with The Daily Meal. Follow her on Twitter @JoannaFantozzi.