Honey Maid Didn't Test Its 'This Is Wholesome' Campaign Before It Launched

'It's reality,' says brand leader Gary Osifchin

National Stepfamily Day has been around for 17 years, but this year it has gotten more attention, thanks to the recent Honey Maid ad push #NotBroken, which features blended families as a familiar part of everyday life. The new ads are part of the "This Is Wholesome" strategy launched in the spring by Mondelez International senior marketing director Gary Osifchin that salutes the changing face of the American family. Osifchin explains the risks and rewards of giving an iconic American brand a bold point of view about who buys the product.