Honey Maid’s “This Is Wholesome” campaign is on its third year, but this year the message has evolved to incorporate political and social acceptance conversations.
Honey Maid launched several videos, each profiling families that have differences be it culturally, ethnically or physically between or among them. Instead of focusing on these differences though, the videos speak out about what’s important, what’s the same – the wholesome moments we live for. Some of the stories told include, an adoption story, a returning military veteran who is a double amputee, a father accepting his son and son-in-law and one that addresses immigration.
Honey Maid created the ‘Wholesome Button,’ a browser app that viewers can click while they are reading any online content and it immediately changes the images and headlines to ones of love. The Button is meant to “allow users to experience the internet through the lens of acceptance and positivity.” Through their video content and app, Honey Maid successfully tied their product to current and relevant events for all readers, which through the app drove engagement and an interactive understanding of their brand message.