Nabisco Fights Anti-Gay Backlash over ‘Wholesome’ Ad with ‘Love’

DEERFIELD, III. (WRIC) – The new “This is Wholesome” Nabisco ad for Honey Maid and Teddy Grahams is causing a stir among anti-gay groups, but the company is fighting the negativity with another add called “Love.”

The 30-second “This is Wholesome” commercial begins with a close-up of a baby being fed a bottle by a man who is presumably its father. When another man steps into the frame and kisses the baby on the head, it becomes clear the child’s parents are homosexual. The two men then take the baby on a walk. All the while, an acoustic guitar strums softly in the background. Next up, a tattooed dad eats Teddy Grahams and plays the drums while his wife and daughter dance in the living room. In the scenes that follow, a father helps his young son get dressed, a white father and black mother play with their three biracial children, kids laugh and eat s’mores, and another mixed-race family smiles for the camera.

The ad says, “No matter how things change, what makes us wholesome never will. Honey Maid. Everyday wholesome snacks for every wholesome family. This is wholesome.”

It didn’t take long for right-wing, conservative and anti-gay groups to lash out at Nabisco for allegedly promoting sin and altering the definition of wholesome.

One Million Moms, a group that says it is “all about changing the culture for Christ,” posted the following message on its website in response to Nabisco’s ad:

“Nabisco should be ashamed of themselves for their latest Honey Maid and Teddy Graham cracker commercial where they attempt to normalize sin. Right away it shows two men with a baby, followed by other families, and ends with different families pictured including the one with two dads. This commercial not only promotes homosexuality, but then calls the scene in the advertisement wholesome. The ad states, ‘Everyday wholesome snacks for every wholesome family.

… One Million Moms stands up for Biblical truth which is very clear in Romans 1:26-27 about this particular type of sexual perversion. Honey Maid is also using the hashtag #thisiswholesome. There is concern about the way this ad is pushing the LGBT agenda, but an even greater concern is the way that they are changing the meaning of the word ‘wholesome.’ This is truly sad. If this is what Honey Maid thinks is wholesome, then my family will no longer purchase Honey Maid or Nabisco products.”

According to Right Wing Watch, conservative talk show host Janet Mefferd tweeted last month, “I am so done with this brand … which stinks, because they’re really good. I am even more done with the constant onslaught from the Gay Propaganda Machine.”

But Nabisco is fighting back. On April 3, the company released a video called “Love” in response to the anti-gay backlash. The clip’s message says:

“On March 10, 2014, Honey Maid launched ‘This Is Wholesome,’ a commercial that celebrates all families. Some people didn’t agree with our message.”

The clip shows a variety of Facebook and Twitter comments that call the add “Horrible, NOT ‘WHOLESOME’.” and “Disgusting!!”

The video continues, “So, we asked two artists to take the negative comments and turn them into something else.”

Said artists printed out the negative comments, rolled them all up and created a sculpture that reads “Love” in cursive script.

The clip finishes with, “But the best part was all the positive messages we received. Over ten times as many. Proving that only one thing really matters when it comes to family—Love.”

The camera zooms out to show an entire room filled nearly wall to wall with positive comments printed out on paper.

Copyright 2014 by Young Broadcasting of Richmond


What do you think of the commercial and Nabisco’s response? What is your definition of wholesome? Join the conversation on the ABC 8News – WRIC Facebook page!

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