Droga5 Celebrates ‘Not Broken’ Families for Honey Maid

By Erik Oster 

Earlier this year, Droga5 and Honey Maid celebrated families of all kinds with a campaign called “This Is Wholesome” that quickly went viral.

Now, the agency continues its celebration of diversity with a new ad entitled “#NotBroken,” a reference to the outdated phrase “broken home” that refers to families of divorce. As the two-minute ad points out, “More than 40% of Americans are part of a blended family,” so it seems odd that so few of them have appeared in major ad campaigns.


“#NotBroken” is constructed as a sort of two-minute documentary (it will also debut as a 30 second broadcast spot today). “Sometimes it’s hard to explain our family to people. I have two moms, and I’ve got two dads,” says a boy named Isaac at the opening of the ad. We then follow Isaac and his family, which is celebrated as well-functioning and supportive.

“At first I didn’t think there were a lot of families like ours, but now I realize that we aren’t that different,” he eventually concludes. The spot ends by inviting people to celebrate their own blended families with the #NotBroken and #ThisIsWholesome hashtags, which are sure to get some love.

So far, the “This Is Wholesome” campaign has proven to be a success for the brand, with both increased sales figures and Google searches for “Honey Maid,” as Adweek points out.


Client: Mondelez International/Honey Maid
Senior Marketing Director, Wholesome Sweet: Gary Osifchin
Senior Brand Manager: Tracey Benitz
Senior Associate Brand Manager: Funbi Ibe
Agency: Droga5, New York
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Copywriter: Tara Lawall
Art Director: Devon Hong
Copywriter: Nicholas Bauman
Art Director: Sean Park
Chief Creation Officer: Sally-­Ann Dale
Head of Broadcast Production: Ben Davies
Senior Producer: Anders Hedberg
Interactive Producer: Benny Goldman
Brand Strategy Director: Matthew Springate
Communications Strategist: Will de Lannoy
Group Account Director: Jodi McLeod
Account Manager: Joan Wortmann
Associate Account Manager: Jasmine Moesel

Production Company: Über Content
Director: Eliot Rausch
DOP: Jackson Hunt
Executive Producer: Preston Lee
Producer: Sarah McMurray

Editorial: Cosmo Street
Editor: Stephen Mirrione
Assistant Editor: Mark Potter
Head of Production: Jaclyn Paris
Producers: Marie Mangahas, Anne Lai
Music: Sion Dey