Love. Always and forever.
Honey Maid graham crackers had become a very old and very stale brand. As had the depictions of American families the snacking category had been using for years. This radical repositioning of Honey Maid was designed from the ground up to be a provocative social media engagement campaign. But to get there required TV to ignite a media shit storm, PR and editorial strategy to seed and feed the storm, viral video to respond to the storm, and a series of beautiful online documentaries to keep it going. That’s how the timeless love all parents share with their children could find its timely expression in today’s families.
What is ancient unites us.
Here’s the long form documentary that proves that the love all parents have for their kids is timeless and crosses all divides. (Unless you’re a heartless jerk…which is fantastic because you’ll help fuel engagement by arguing against human compassion.)
