New Honey Maid campaign underscores acceptance
EAST HANOVER, N.J. — Honey Maid is embarking on the third year of its "This Is Wholesome" campaign, appealing to consumers with 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, Mondelez 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 omnichannel campaign features five real American families (one of which is pictured above) – including those that spotlight an adopted son, a disabled veteran, a Hispanic gay couple and neighbors of different cultures – each sharing their story of acceptance with the intent of inviting viewers to think about acceptance in their own lives.
Honey Maid is also introducing the Wholesome Button: a 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, 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."
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Former Walmart executive Tom Coughlin dead at 66
Longtime Walmart executive Tom Coughlin, an inspirational leader who played a key role in Walmart’s growth but left the company amid scandal in 2005, passed away on April 1.
Coughlin joined Walmart in 1978 and held a variety of roles at the company, ultimately ascending to the role of vice chairman. During his 26 year career, Coughlin influenced a generation of leaders at the company and played a pivotal role in executing Walmart’s operational strategies that led to dramatic growth throughout the 80’s and 90’s. His otherwise remarkable career ended in an unseemly manner in 2005 when Coughlin was embroiled in a scandal. A contentious Walmart investigation determined he had misappropriated company funds which resulted in Coughlin pleading guilty to tax evasion and wire fraud changes and being subject to house arrest due to his failing health.
Despite the scandal, Coughlin had many ardent supporters who continued to value his perspective on Walmart and the growth challenges the company faced in the years following his departure. He and his wife Cynthia continued to reside in Northwest Arkansas and were active in the community and the retail industry. Just three months earlier in mid-January, Coughlin had attended the National Retail Federation convention in New York City.
His contributions to Walmart and status in the company’s lore were such that current Walmart President and CEO Doug McMillon released a statement late Friday.
“Like me, many of you worked with Tom over his more than 26 years with the company," McMillon said. “I know firsthand how much he loved our associates and this company."