Honey Maid graham crackers caused a stir with a new commercial featuring a two-father family along with a military family, a tattooed punk-rock family and single father as part of its "This is Wholesome" campaign.
The 30-second TV spot and extended 2-minute documentaries about each of the families released to YouTube feature them going about their everyday lives and explaining what makes them a family. "No matter how things change, what makes us wholesome never will. Everyday wholesome snacks for every wholesome family," the ad says.
According to The Huffington Post
, One Million Moms, an organization backed by the American Family Association, has released a statement it encouraged supporters to email to parent-company Nabisco condemning the two-father family aspect of the ads.
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It reads in part
, "Nabisco should be ashamed of themselves for their latest Honey Maid and Teddy Graham cracker commercial where they attempt to normalize sin . . . One Million Moms stands up for Biblical truth which is very clear in Romans 1:26-27 about this particular type of sexual perversion."
One Million Moms called for a boycott of the brand, just as they've done with JCPenney after it hired Ellen DeGeneres in 2012 as a spokesperson. The group also made headlines this year by criticizing the Disney Channel when it featured its first same-sex family on the hugely popular "Good Luck Charlie."
Spokespeople at Honey Maid also received a significant amount of negative comments for the ad via Twitter after promoting the #ThisIsWholesome hashtag, but said they received over ten times more positive comments than negative. To demonstrate the feedback, they hired two artists to create a paper sculpture that spells the word "Love" out of all the feedback, and released a small documentary showing how it was built.
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