The Latest Chapter In Honey Maid's "This Is Wholesome" Campaign Underscores Importance Of Acceptance In The Changing American Culture

EAST HANOVER, N.J., April 4, 2016 /PRNewswire/ -- Although society has made strides to acknowledge all families despite differences, a lack of true acceptance remains a reality for many Americans. Honey Maid, a Mondelēz International brand with a legacy of celebrating the diverse fabric of the American family, is embarking on the third year of its "This Is Wholesome" campaign, today sharing stories of families who have been brought closer together through one thing: acceptance.

"Our new campaign creative taps into a cultural insight that is rooted in the change of the American family dynamic," said Katrina Plummer, Equity Brand Manager, Honey Maid, Mondelēz International. "In 2016, we're encouraging Americans to view the world through the eyes of acceptance – and remember that no matter how families might change, just like our products, what makes them wholesome remains the same."

The creative captures the shift from simply acknowledging the diverse fabric of America to actually showcasing how acceptance can foster love and friendship within families and among neighbors. Five real American families – including those that spotlight an adopted son, a disabled veteran, a Hispanic gay couple and neighbors of different cultures – each share their story of acceptance with the intent of inviting viewers to think about acceptance in their own lives.

Acceptance – or a person's ability to assent to the reality of a situation without attempting to change it – requires the ability to empathize with another's situation, ultimately saying that it's okay to be different. Often, the outcome of acceptance is a sense of belonging – one of our most fundamental needs as humans.

But acceptance isn't always a reality. The negative headlines you read on the Internet often reflect the animosity, bigotry and intolerance that society grapples with today. In fact, a recent Pew Research Center survey¹ found that nearly three-quarters of American adults who use the internet have witnessed online harassment. But what if you could experience it as a place that was more accepting of different ideas, beliefs and lifestyles?

In tandem with the 2016 creative launch, Honey Maid is introducing the Wholesome Button – an easy-to-add browser app that allows users to experience the Internet through the lens of acceptance and positivity. Once added, users simply click the "Wholesomize It" bookmark in their bookmarks bar anytime they desire to replace images and headlines on their screen with content celebrating love, heartwarming family connections and acceptance.

"This tool truly allows users to view the Internet through the lens of acceptance and positivity, something that is part of our brand DNA," said Plummer. "By giving people the opportunity to connect with our campaign and share a reimagined world, we hope to bring wholesome families closer together, invite people to think about acceptance in their own lives and even start a dialogue with someone within their own family or community that they have struggled to accept."

Deliciously Wholesome
Like the American family, Honey Maid has continued to evolve across its more than 90-year heritage. Whether you are looking for something classic or something new, Honey Maid's line of wholesome products includes those made with whole grains and real honey like Honey Maid Grahams. None of the products contain high fructose corn syrup, and are wholesome snacks families can agree on for any occasion. 

For more information on the latest Chapter of Honey Maid's "This Is Wholesome" campaign or to learn more about the wholesome products from Honey Maid, visit Honey Maid on Facebook.com/Honey Maid and on YouTube.com/HoneyMaid and visit Wholesomize.It to download the Wholesome Button.

About Mondelēz International
Mondelēz International, Inc. MDLZ is a global snacking powerhouse, with 2015 net revenues of approximately $30 billion.  Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; and Trident gum.  Mondelēz International is a proud member of the Standard and Poor's 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com or follow us on Twitter at www.twitter.com/MDLZ.  

¹ http://www.pewinternet.org/2014/10/22/part-5-witnessing-harassment-online/

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SOURCE Mondelez International