Honey Maid is a classic, all-American brand that’s been part of families lives since 1925. But by 2013 it was seen as old-fashioned. Our challenge was to re-position Honey Maid as a modern snacking brand for today’s families. We drew a parallel between the brand and modern day families, recognizing that despite a lot of change over the years, what defined each of them as wholesome hadn’t changed. This is Wholesome moved a nation with its message of love, earned 361 million media impressions and delivered an advertising contribution of 13%.
15: Gary Osifchin, Portfolio Lead, Biscuits NA, Mondelez – Honey Maid Brand
previous14: Chris Balach, Team Leader, Shopper Marketing & Consumer Promotions, Wrigley (former Sr. Brand Manager, Extra Gum & Mints)