Do you remember the advice your parents offered when you experienced a bully for the first time? It was probably something along the lines of "love your
enemies" or "kill them with kindness."
It seems Honey Maid, the graham cracker company owned by Mondelez, followed similar advice after being bombarded with negative responses to its recent
"This is Wholesome" commercial.
"This is Wholesome" features several families playing
together and eating Honey Maid products. The reason for the backlash? The commercial included biracial and gay families with the tagline: "No matter how
things change, what makes us wholesome never will. Honey Maid. Everyday wholesome snacks for every wholesome family. This is wholesome."
After the perhaps anticipated deluge of nasty comments—one person called the campaign "filth"—Honey Maid created "Love," a video in which two artists printed out all the negative comments about "This is
Wholesome" and shaped them into the word "love."
The video also shows how many positive comments "This is Wholesome" received, and they far outweigh the negative ones.
On Twitter, representatives of other brands showed support for Honey Maid:
The "Love" ad has more than more than 3 million views.
Honey Maid's response differs somewhat to that of Cheerios, which faced its share of critics following its ad featuring a biracial couple. Brand managers
chose to disable comments following a rash of hate speech.
The "Love" video also comes on the heels of Mozilla CEO Brendan Eich's resignation as a result of the backlash over his opposition to same sex marriage.
What do you think of Honey Maid's response?
Kristin Piombino is associate editor of Ragan.com.