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Honey Maid Graham Crackers Celebrates 'Wholesome' Gay and Interracial Families in New Ad: VIDEO


Honey Maid, the nearly 100-year-old graham cracker brand, salutes a diverse group of families in its new ad, which declares:

"No matter how much things change, what makes us wholesome never will...Honey Maid...Everyday wholesome snacks for every wholesome family."

In an ad that feels designed to make the heads of conservative AFA group One Million Moms explode, a gay family, an interracial family, and a tattooed punk rock musician and single father represent the iconic brand.

Said Gary Osifchin, senior marketing director for biscuits at Mondelez, in a statement printed by AdAge:

"We recognize change is happening every day, from the way in which a family looks today to how a family interacts to the way it is portrayed in media. We at Honey Maid continue to evolve and expand our varieties to provide delicious, wholesome products so they can be a part of everyday moments of connection in a world with changing, evolving family dynamics."

Watch the ad, AFTER THE JUMP...

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  1. Sweet!

    Posted by: David | Mar 10, 2014 7:22:44 PM

  2. Great commercial

    Posted by: RONTEX | Mar 10, 2014 7:30:55 PM

  3. wondeful

    Posted by: dennis | Mar 10, 2014 7:31:20 PM

  4. Oh dear, the 14 Moms are going to get their granny panties in a bunch over this.

    Posted by: homer | Mar 10, 2014 7:36:41 PM

  5. Wow, I thought the "freaky" families would be intercut with some "normal" ones - but this is a total "freak" fest. Love it! Poor Bill Donohue is going to have to go full Bloody Mary over this blasphemy.

    Posted by: CPT_Doom | Mar 10, 2014 7:40:13 PM

  6. But apparently not gay interracial couples.

    Posted by: window | Mar 10, 2014 7:41:43 PM

  7. Great. Now I'm craving s'mores big time.

    Posted by: Gibblet | Mar 10, 2014 7:45:29 PM

  8. Who wants s'mores?!

    Posted by: Tone | Mar 10, 2014 7:45:38 PM

  9. Dear Right Wing Lunatics: You've lost. Give up.

    Posted by: Mark Alexander | Mar 10, 2014 8:03:58 PM

  10. Hold some wholesome!

    Posted by: Glenn I | Mar 10, 2014 8:18:19 PM

  11. love it!

    Posted by: Reality | Mar 10, 2014 8:31:44 PM

  12. Single Dad. Tattooed Punk rock family. Gay Dads. Interracial family.

    Honey Maid knocks it out of the park. Awesome.

    Posted by: Francis | Mar 10, 2014 8:33:26 PM

  13. Dear Honey Maid, You have no idea how an ad like this affects people like me. I seldom see either of my two minority groups represented in ads (Asian or Gay). It makes me want to support your products when ever I go the the store.Thank you for being inclusive

    Posted by: dorishin | Mar 10, 2014 8:40:57 PM

  14. AWESOME!!!!

    Posted by: Rad | Mar 10, 2014 8:45:46 PM

  15. They make the Teddy Grahams. Tiny flat edible bears. Yum.

    Posted by: Quicksilver | Mar 10, 2014 8:50:59 PM

  16. Makes sense. "The graham cracker was originally conceived of as a health food as part of the Graham Diet, a regimen to suppress what he considered unhealthy carnal urges, the source of many maladies according to Graham" (Wikipedia). Settling down can have the effect of reducing the "self-abuse" Sylvester Graham and John Harvey Kellogg were so concerned about.

    Posted by: jimstoic | Mar 10, 2014 9:10:52 PM

  17. Beautiful...we need more of this everyday. Listening Hollywood!

    Posted by: RK | Mar 10, 2014 9:14:29 PM

  18. Another dietary delicacy makes it to the menu.

    Posted by: Tim | Mar 10, 2014 9:17:41 PM

  19. Will this be playing on primetime CBS and ABC or just on the logo channel?

    Posted by: Kieran | Mar 10, 2014 10:31:54 PM

  20. Another Blue State TV commercial? How many TV commercials featuring Black or Interracial families during the '60s and '70s south of the Mason-Dixon line?

    Posted by: sword | Mar 10, 2014 11:24:38 PM

  21. And one Million Moms responds in 3, 2, 1.....but until then I just bought two (2) boxes and I enjoying them crushed soaked in milk (just as i did as a child)!!!! Thank you Honey Maid, one of my greatest pleasures as a child and now as an adult!!!

    Posted by: aj | Mar 10, 2014 11:29:33 PM

  22. This magnificent. And it isn't some trendy new company, but a 90 year-old brand selling a very traditional product. And that ending! My God, if this doesn't give Bryan Fischer an aneurysm, I don't know what will.

    BTW, all of those families are real. They are not actors. Here's Honey Maid's Youtube video with more background on the gay family. Please go there and thank them in the comments and give it a thumbs up:

    Posted by: KidJ/NYU | Mar 10, 2014 11:30:42 PM

  23. how much refined sugar and sodium in those things? just saying.

    Posted by: Randal Oulton | Mar 11, 2014 12:42:29 AM

  24. @KIERAN:

    The ad "debuted . . . today on TV shows including ABC's "The View.""

    Posted by: Alexander | Mar 11, 2014 12:47:23 AM

  25. Beautiful families!

    Posted by: Howard B | Mar 11, 2014 1:32:54 AM

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