Brand Transformation

From strategic repositioning to campaign execution, we transformed an old-fashioned graham cracker brand to the most talked about brand in America. Portraying interracial, blended and same-sex families, Honey Maid became the first example of a brand fighting for marriage equality. The campaign, which drew advocacy from then US President, Barack Obama, including an online video that became the most shared commercial in the world, off the back of just $6,000 in paid media. This work won multiple Gold Lions at Cannes (including a Gold Effectiveness Lion), a D&AD White Pencil for Good, a Gold Effie, and was ranked #6 in the 2015 WARC Effective 100, a list of the world’s most awarded campaigns and companies
for effectiveness.