Droga5 Offers City Kids Their ‘First S’more’ for Honey Maid

By Erik Oster 

Droga5 launched a new spot for Honey Maid, offering various urban-dwelling kids a chance to try their first s’more for Mondelez brand Honey Maid.

Arriving ahead of National S’mores Day on August 10, the spot opens on interviews with children who have never been camping or enjoyed the summertime right of passage that is the s’more. As one boy puts it at the opening of the spot, “We’ve never been camping before because we live in Brooklyn.”

So Droga5 took the group of kids for an overnight campout at Fort Greene Park, complete with tents, singalongs and, of course, s’mores. Due to the park’s limitations, the customary campfire was out of the question, but a portable grill and some tin foil served just fine in creating the tasty snacks (and best reason to buy graham crackers). The verdict from the s’more newbies? A seemingly unanimous chorus of approval, of course. (Seriously, who doesn’t like s’mores?). The spot ends by reminding viewers of the August 10 celebration of S’mores Day and an invitation to post their own s’mores moments with the hashtag #ShareSmore. While the holiday makes the timing even more appropriate, celebrating s’mores in the middle of the dog days of summer is already something of a no-brainer for a graham cracker brand and introducing kids to the snack for the first time is endearing and adorable enough that it’s hard to imagine the spot will meet with many haters (even here).

Client: Mondelēz International, The Kraft Heinz Company, The Hershey Company
Campaign: #ShareSmore First


Launch Date July 20, 2015

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: SallyAnn 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

Client: Mondelēz International / Honey Maid
Senior Director, Biscuits North America: Gary Osifchin
Senior Brand Manager: Mikhail Chapnik
Associate Brand Manager: Norville Barrington

Client: The Kraft Heinz Company
Senior Brand Manager, Baking Ingredients: Nicole Kulwicki
Senior Associate Brand Manager, Baking Ingredients: Kevin Moses

Client: The Hershey Company
Sr. Brand Manager, The Hershey Franchise: Stacie Stauffer
Sr. Associate Brand Manager, The Hershey Franchise: Devanshi Patel
Associate Brand Manager, Consumer Promotions: Daytheon Jeffries
Manager, US Digital Media: Connie Kwok
Manager, US Digital Media: Teresa Rutland
Associate Brand Manager PR, Corporate Communications: Brandy Woolford
Production Company: D5 Films
Editorial & Post Production & Audio: D5 Studios
Music: de Wolfe Music