Droga5 premiered the latest addition to its “This Is Wholesome” campaign for Honey Maid (which the agency launched year) on Friday with a new spot entitled “How to Make Apple & Cheddar Melts.”
The new ad follows on the heels of the Droga5’s “4 de Julio” spot celebrating the Dominican Gomez family and the recent “First S’mores” effort.
As the title suggests, the spot takes an instructive approach. Disabled aunt Stephanie Woodward (who happens to be a disability rights lawyer and director of advocacy for The Center for Disability Rights), teaches her niece how to make apple and cheddar melts in the microwave using graham crackers as a base. It’s an evolution of sorts for the campaign, with the recipe idea adding a new element to Droga’s existing formula. Running as both a 30-second online ad and 15-second broadcast spot, the ad manages to reinforce the campaign’s inclusive message while also giving viewers a simple recipe idea.
Honey Maid told Adweek that Woodward signed on “because she—and many in the disabled community—want real disabled people featured on TV and in the media, not actors playing disabled people.”
The spot’s release was timed to coincide with the 25th anniversary of the signing of the Americans with Disabilities Act and, according to Honey Maid, it is “one of the first to include audio descriptions on the 15-second TV version—describing what’s happening on screen for blind and low-vision audiences—along with standard closed captioning.”
Credits:
Client: Honey Maid / Mondēlez International
Senior Director, Biscuits North America: Gary Osifchin
Senior Brand Manager: Mikhail Chapnik
Senior Associate Brand Manager: Jared Moran
Campaign: “This is Wholesome”
Title: Honey Maid: How to Make Apple & Cheddar Melts
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Associate Creative Director: Tara Lawall
Associate Creative Director: Devon Hong
Copywriter: German Rivera Hudders
Art Director: J.J. Kraft
Chief Creation Officer: Sally-Ann Dale
Associate Broadcast Producer: Goldie Robbens
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Matt Springate
Senior Communications Strategist: Taylor Hines
Senior Social Strategist: Kat Popiel
Social Media Manager: Rob Engelsman
Data Strategy Director: Katty Lein
Data Strategist: Annie Corbett
Group Account Director: Brett Edgar
Account Director: Amanda Chandler
Account Manager: Jasmine McDavid
Associate Account Manager: Amy Rosenberg
Project Manager: Andra Johnson
Production Company: Variable
Director: Jonathan Bregel
DOP: Stuart Winecoff
Executive Producer: Tyler Ginter
Producer: Alex Friedman
Production Supervisor: Paige DeMarco
Editorial & Post Production & Audio: D5 Studios
Music: de Wolfe Music