CLIENT
Mondelez International
Gary Osifchin, Sr. Director, Wholesome Sweet, Entrepreneurial and Channels
Tracey Benitz, Sr. Brand Manager, Wholesome Kids
AGENCY
Jonathan Bauer, Chief Strategy Officer
Matt Springate, Strategy Director
Kevin Brady, Executive Creative Director
David Gibson, Creative Director
Nathan Lennon, Creative Director
Will de Lannoy, Communications Strategist
Jodi McLeod, Group Acct. Director
Will Davie, Sr. Strategist
Gary Osifchin, Sr. Director, Wholesome Sweet, Entrepreneurial and Channels
Tracey Benitz, Sr. Brand Manager, Wholesome Kids
Starcom MediaVest Group
Weber Shandwick
SUMMARY
Honey Maid is a classic, all-American brand thats been part of families lives since 1925. But by 2013 it was seen as old-fashioned. Our challenge was to reposition Honey Maid as a modern snacking brand for todays 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 hadnt changed. This is Wholesome moved a nation with its message of love, earned 361M media impressions and delivered an advertising contribution of 13%.
