Effie2015_Honey_Maid - FINAL

entry id #: 9877
Entry Form
Basic Information
Responses must match those submitted in the online entry area.
1. Brand Name Honey Maid
2. Type/Description of Product/Service Graham Crackers
(e.g. shampoo) Do not include brand name.
3. Entry Title This Is Wholesome
4a. Effie Entry Category Snacks & Desserts
Category help
4b. Classification Local Regional National
Check all that apply.
Multinational Non-English
4c. Time Period Effort Ran Start Date: 03/10/14
Provide dates for the time span for the entire effort,
even if it began before Effie’s eligibility period End Date: MM/DD/YY (or) Ongoing
start date. Check “Ongoing” if effort continues
past the eligibility period.
Entry Form Instructions
To enter the 2015 competition:
Your case must have run in the US or Canada between 9/1/13 and 8/31/14*. All results must relate directly to
this time period. Prior year data may be included for context. No results after 8/31/14* can be entered.
*Exception: Seasonal category eligibility period: 8/1/13 – 9/30/14.
Include specific, verifiable sources for all data and facts presented throughout the entry form. Any data without a
source will be disregarded. Sources should include time period covered, type of research, etc. Do not include any
agency names in your sourcing (refer to as agency research, media agency research, etc. and include all other
relevant sourcing info).
Review category definitions for requirements that must be included. Points will be deducted if requirements are
not met.
Be clear, concise and honest. Review Advice from the Jury for tips on submitting effective entries.
Formatting Requirements:
Your written case, including this page, may not exceed 7 pages. Judges appreciate brevity.
Note: The Creative Viewing Guide and/or translation page is not included in this page limit for categories
that require these addendums.
Questions, instructions, and charts may not be deleted from the entry form.
Do not include any agency names (ad, media, other) anywhere in your entry materials.
Black 10-point font or higher answers are required for judge legibility. Charts/graphs can be in color.
Checkboxes: You may check (by double-clicking boxes), highlight, mark with an X or note via color your selections.
Do not include screen grabs/images of your work or competitive logos.
Answer every question or indicate “not applicable.”
Ensure your answers in the online entry area match your answers here (1-4C and 7B-7G).

2015 effie north america entry
form
2 AWARDING IDEAS THAT WORK
®
5a. What was the state of the brand’s business and the marketplace or category in which it
competes before your effort began?
Provide category, competitive, and marketplace context (main competitor spend, position in market, category
benchmarks, etc.). Provide information on the company/brand.
AN OLD-FASHIONED BRAND, LOST IN THE MODERN WORLD?
Honey Maid is a classic, all-American brand of baked snack products that’s been around since 1925. However, in
2013 the years had taken their toll on Honey Maid. Nowadays, many people associate it with just one product -
graham crackers - and one occasion - eating s’mores. The stuff of nostalgic memories rather than modern pantry
staple.

While the packaging had changed over the years, the product inside was still just made with flour, wheat and
honey, they way it always had been. Little wonder that consumers saw it as a little dowdy, out-of-touch, even old-
fashioned. Had the time come for the brand to retire gracefully?

BEYOND THE CRACKER
Honey Maid knew that unless it caught up with the times that its days would be numbered. That’s why it had
recently added Teddy Grahams and launched Grahamfuls - cracker-based snack products vying for a spot in kids’
lunchboxes. And now it was time to tell the world about it.

INTO BATTLE, BRAVELY
The challenge was that by launching into the everyday snacking arena Honey Maid unwittingly entered one of the
busiest, noisiest, most crowded and most aggressive categories there is. Suddenly Honey Maid wasn’t just
competing with other sweetened crackers, but with anything that can be eaten between meals, from nuts to
pretzels to cookies to candy. Over 5,000 new snack products are launched every year
1
in America, supported by
$2bn+
2
in media dollars, each outdoing the other with gimmicky shapes, colors, flavors, claims and packages.

And that world wasn’t exactly holding its breath to hear what dear old Honey Maid was up to.

We had our challenge cut out for us: create new relevance for Honey Maid in this crowded, noisy category.
5b. What was the strategic communications challenge? Provide context on the degree of
difficulty of this challenge and detail the business need the effort was meant to address.
State the business problems the effort was meant to address and the specific challenges/opportunities faced by the
client and/or brand.
• We wanted to reposition Honey Maid as a modern snacking brand for today’s families, now that we had more
products, catering to occasions beyond the campfire.

• Given that our budget was $7M - a mere fraction of the budgets of some of our bigger competitors
3
- we’d
have to find a way to not get completely lost among the din and hubbub of the category, creating an impact
far larger than our spend.
5c. Define the audience you were trying to reach.
Describe your audience’s attitudes, behaviors, culture, etc. Why are they your target?
In order to reposition the brand as relevant to a new generation we needed to target modern parents with kids
aged 2-12 years old.
Both mom and dad are extremely adept at deploying just the right kind of snack for every occasion, drawing from a
wide repertoire. Like all parents, they love their kids, and know that snacks aren’t just snacks, but memories in the
making. So whatever they pick, it’s always given with a little bit of extra love, a love that parents hope is felt and
remembered.
1
USDA/Datamonitor, 2013
2
Kantar Media, 2013
3
Nielsen AdViews 1/1/14 – 8/31/14

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5d. What were your objectives? What were the Key Performance Indicators (KPIs) against
your objectives?
Your entry may have one or all of the following objectives: A. Business, B. Behavioral, C. Perceptual/Attitudinal. State
specific objectives for all of these that apply to your case and the measurement tools you planned to use. Each
objective should be represented with a specific number (#) or percentage (%), an understanding of the timeframe
and a prior year benchmark (or context regarding why the objective is significant if prior year KPI is unavailable).
Explain why the objectives are important for the brand and growth of the business and which objectives
were most important. Explain how objectives evolved and why.
Honey Maid was an old-fashioned brand desperately out of step with the modern world, adrift in a vast and noisy
category. It needed all the help we could give it:

#1 Create impact far larger than our spend
Our goal was to fuel brand conversation and engagement to levels far higher than would be expected of a brand of
our size and budget. If we weren’t being talked about, we weren’t relevant in today’s world. We’d measure this by
views and mentions. We’d never stepped out so boldly, so weren’t quite so what to expect.

#2 Increase purchase intent and drive penetration
- Increase Purchase Intent for 48% of those people who have seen the campaign. Rationale: Assumes an
increase in Purchase Intent in line with the norm for our competitive set
4

- Drive penetration by +1pt amongst millennial households – we wanted to bring new families on board - an
ambitious target when penetration of both Honey Maid and the broader crackers category had declined by two
full points in the second half of 2013 versus the year before.
5

#3 Increase sales
We needed advertising to contribute at least 5% of total sales volume – this was a company wide benchmark for all
re-launch campaigns.
6a. What was the insight that led to the big idea? How did you get to that insight?
Describe what led to your idea – e.g. a consumer or business insight, a data-driven insight, a channel insight, a
marketplace/brand opportunity, etc. Explain how the idea originated and how it addressed the challenge.

It would have been easy to adopt the shrill advertising tactics so prevalent in the snacks world – like giving the
Honey Maid bee, the brand’s icon, a 21
st
Century makeover. We could have partnered with a television character,
invested in elaborate special effects or a celebrity endorsement.

Understanding our strengths
We felt that before resorting to such desperate tactics we needed to understand what, if anything, made Honey
Maid unique. And to then perhaps, find a way of connecting Honey Maid with culture. After all, Honey Maid has a
rich history in making wholesome products for 90 years. And unlike so many other modern snacks, its products
contain wholesome ingredients, like graham flour and honey, minus any ‘baddies’ such as high fructose corn
syrup.

Yearning for family connection
To find out how Honey Maid could fit into the modern world we talked to parents about their feelings about the
world they live in. Turns out, it’s conflicted: With technology so pervasive, traditional moments of intimate
connection away from digital screens have become more precious than ever before. Many secretly wished for
simpler times – for themselves and for their kids
6
.

This opened another path: celebrate nostalgic ideals of the “wholesome family” from days of yore – an idyllic,
nostalgic ‘Leave it to Beaver’, a very white world with a white picket fence. This is, of course, a world which many
advertisers continue to hold up as the ideal.

4
Nielsen Brand Effects (Q4, 2014)
5
Nielsen Homescan Panel
6
Qualitative Research Groups and Expert Panel in-depth interviews, Dec 2013 - Chicago, New York, Philadelphia

form
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The common denominator: love
But this world looked very different when we started talking to real families. Like so many families today, many
were blended
7
, others had just one parent raising the kids, some were LGBT couples
8
, some interracial
9
, and in
some the grandparents were raising the kids
10
.

These weren’t the ‘stereotypical families’ you so often see in ads. But what every single one had in common was
there was a lot of love. And for all of them, that’s the only thing that mattered.

What could be more natural from a brand like Honey Maid, that’s always been wholesome to celebrate these
wholesome, loving families?
6b. In one sentence, state your big idea.
What was the core idea that drove your effort and led to the breakthrough results? What was at the very heart of the
success in this case? The big idea is not the execution or tagline.
Honey Maid recognizes that no matter how things change,
what makes families wholesome never will.
7a. How did you bring the idea to life? Explain your communications strategy, including your
media strategy, and the rationale behind your channel choices.
Describe and provide rationale for your communications strategy that brings the idea to life, as borne from the
insights and strategic challenge described above. How did your creative and media strategies work together to
reach your specific audience? How did you link the insight to the channel choices and how does that play out in the
strategy to bring the idea to life? Explain your media strategy and why the channel choices were right for your
audience and idea. Did your communications strategy change over time? If so, how?
On March 10, 2014, we launched the “This is Wholesome” campaign that celebrated the diversity of
all families in America. We focused on real-life parents from different backgrounds, including gay
dads, mixed-race families, a single dad and a family of tattooed punk rockers – all loving and all
wholesome in their own way.

Taking a stand for wholesomeness
The campaign led with TV commercials that highlighted the full Honey Maid portfolio and was
supported by longer-form online documentary-style films, which gave people an opportunity to learn
more about the featured families. Engagement was encouraged by banner advertising, PR outreach
and social activation that asked people to show share photos of their own modern family.

Surrounding hate with love
A large number of Americans – especially those whose families did not fit the stereotype –
enthusiastically responded to our campaign.

But there were an outspoken minority who didn’t agree with our message. Online publications, blogs
and even our own social platforms saw a bombardment of vitriolic messages. Some people
threatened to boycott the brand, while the right-wing Christian group, ‘One Million Moms’, broadcast
their opinion that the ‘This is Wholesome’ campaign was an “attempt to normalize sin.”

We knew that our brave stance would attract haters and detractors, and we were prepared. Instead of
backing down, we released a public response by creating an online film that showed how we took all
of these negative comments and turned them into something positive: a paper installation spelling
the word “Love.”

It was the first time a brand had so clearly stood up for all families in America.
7
BGSU - Center for Family & Demographic Research 2013
8
Williams Institute - LGBT Parenting in the United States, Feb 2013
9
Pew Social Trends 2012
10
The Curve Report 2013

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7b. Communication Touch Points. Check all touch points used for the case. Question 7a
should explain which touch points were integral to reaching your audience and why.
This chart may be split across pages but cannot be deleted. Answers must match the online entry area.
You must provide detail in in your written case and show on the creative reel at least one example of each
communication touch point you mark below which was integral to the effort’s success. For example, if you mark 30
boxes below and 10 were what drove the results and were what you detailed in the written case as integral to the
effort, those 10 must be featured on the creative reel.
TV Interactive/Online Packaging
Spots Display Ads Product Design
Branded Content Brand Website/Microsite Trade Shows
Sponsorship Mobile/Tablet Optimized Website Sponsorship
Product Placement Digital Video Retail Experience
Interactive TV/Video on
Demand
Video Skins/Bugs POP
Radio Podcasts In-Store Video
Spots Gaming In-Store Merchandizing
Merchandizing Contests Retailtainment
Program/Content Geo-based Ads Store within a Store
Print Other Pharmacy
Trade/Professional Social Media Other
Newspaper – Print Mobile/Tablet Sales Promotion
Newspaper - Digital App Professional Engagement
Magazine – Print In-App or In-Game Ad In-Office
Magazine - Digital Messaging/Editorial/Content Congresses
Custom Publication Display Ad
Detail/E-Detail/Interactive
Visual Aids (IVAs)
Direct
Location-based Communications/
Real Time Marketing
Closed Loop Marketing (CLM)
Mail Other Continuing Engagement
Email
Consumer Involvement/
User Generated
Informational/Documentary
Video
PR WOM Point of Care (POC)
Guerrilla Consumer Generated Wallboards
Street Teams Viral Video (HAN, Accent Health)
Tagging OOH Brochures
Wraps Airport Coverwraps
Buzz Marketing Transit Electronic Check-In
Ambient Media Billboard Other
Sampling/Trial Place Based Internal Marketing
Events Other Other (describe – limit 100
charactersCinema Branded Content
Ecommerce
Search Engine Marketing
(SEM/SEO)
7c. Indicate the three most integral touch points from those selected in the chart in 7b.
Header Touchpoint
e.g. Interactive/Online.
Specific Touchpoint (if applicable)
e.g. Podcasts. If no sub-header is available, leave blank.
Touch Point A: TV
Touch Point B: PR
Touch Point C: Interactive / Online
7d. Select all other marketing components active during this time. Explain the effects below.
None Leveraging Distribution
Couponing Other marketing for the brand, running at the same time this effort
CRM/Loyalty Programs Pricing Changes
Giveaways/Sampling Other _______________

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Explain selected components here.
7e. Paid Media Expenditures
Select paid media expenditures (purchased and donated), not including agency fees or production costs, for the effort
described in this entry. Given the ‘spirit’ of this question use your judgment on what constitutes fees, production and
the broad span that covers media – from donated space to activation costs. Check one per time frame. Elaborate
below to provide context.
Current Year: September 2013 – August 2014 Year Prior: September 2012 – August 2013
Under $500 thousand Not Applicable
$500 - 999 thousand Under $500 thousand
$1 – 2 million $500 - 999 thousand
$2 – 5 million $1 – 2 million
$80 million and over $60 – 80 million
$80 million and over
Compared to other competitors in this category, Less About the same More
this budget is:
Compared to prior year spend on the brand overall, Less About the same More Not Applicable
the budget this year is:
7f. Owned Media
Elaborate on owned media (company owned real-estate, either physical or digital, that acted as communication
channels for case content. E.g. corporate website/social media platforms, packaging, branded store, fleet of buses,
etc.).
Facebook, Twitter, Pinterest, Instagram, Honeymaid.com, You Tube
7g. Sponsorships - Detail any sponsorships you had or write “not applicable.”
Not applicable.
8. How do you know it worked? Refer directly to your objectives and KPIs. Explain why, with
context, these results are significant for the brand. Use charts/graphs to display results
where possible.
Detail why you consider your effort a success. Refer to your specific audience (5c) and directly to your
objectives and KPIs (5d). Demonstrate how you met or exceeded those objectives using quantitative and
behavioral metrics or other data/measurement tools. Provide a clear time period for all data shown.
Explain, with context, why your results are significant in your competitive category and situation. Did
your effort drive business? How? For confidential information, proof of performance may be indexed if desired.
Numerical results lacking context regarding why they are significant will be disregarded. Provide pre and post
measures and an understanding of the industry and category norm. You must show how the individual
KPIs achieved tie together and collectively impact the overall success of the case.
Note: Results being evaluated by judges are from 9/1/13-8/31/14*. Dates/clear time period for all results
must be included. Data prior to 9/1/13 may also be included (and is encouraged) for context, but entries with
results past the eligibility period (8/31/14) will be disqualified.* (*Separate eligibility window for the
Seasonal category - 8/1/13 – 9/30/14.)
#1 Create impact far larger than our spend
We reached our goal of fuelling brand conversation and engagement to levels far higher than would be expected of a
brand of our size and budget. In fact, results went beyond our wildest expectations:
• In weeks, the campaign earned more than 361m impressions and over 9.3m video views
11
.
11
Source: YouTube Analytics, (3/10/14 – 4/11/14)

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• The campaign was picked up by 700 media outlets
12
, and got covered by BuzzFeed, The New Yorker, ABC News
and Good Morning America
13
.
• Honey Maid brand mentions across social during the #ThisIsWholesome campaign launch were 462% greater than
mention volume seen in all of Q4 2013 (37.1K mentions vs. 6.6K mentions, respectively)
14
.
• Google searches for the name 'Honey Maid' rose 400% following the #ThisIsWholesome launch in March
15

Most amazing were responses like these: “Thanks for making me cry happy tears before I go to work! Looks like I'm
buying some Honey Maid products this weekend!”
16
“Surrounding the hate with love. I'm bawling.” “As a young, tattooed,
unmarried mother I’m happy to see a company that supports love of any kind (and you better believe I'm buying my son a
box of graham crackers tomorrow)”
17

#2 Increase purchase intent and trial
• ‘This is Wholesome’ increased purchase intent amongst 57% of people who had seen the campaign (119
Index vs. objective of 48%)
18

• The campaign drove penetration growth among target households by 1% point vs. a year ago – we gained new
customers in a category where penetration has declined across the board
19
.

#3 Increase sales
• The ‘This Is Wholesome’ campaign delivered an advertising contribution of 13% for base Honey Maid - more
than double of our target of 5%
19
.
• Share of Honey Maid Grahams grew +0.6pts Mar-Aug 2014, despite most competitors declining
18

The Honey Maid “This Is Wholesome” campaign is a beautiful example of what happens when a brand has the courage to
stand by its values, unafraid of backlash and boycott, to celebrate what it (and its audience) have in common. By being
bold, brave and prepared it found a way of amplifying a small budget to send a loud message that resonated all over
modern America. The Huffington Post said it best;; “who knew a graham cracker company could move us like this.”
9. Explain all other factors, whether or not you were involved, that could have contributed to
the results.
Describe all other factors in the marketplace that could have contributed to results shown in this entry. Judges are
industry executives - entries that omit pertinent information will be disqualified. You may also use this space to
eliminate factors that judges may believe contributed to your results. You must answer this question or write
“no other factors.” Do not leave blank.
No other factors.
12
Source: PR agency analytics (3/10/14 – 3/11/14)
13
Source: PR agency analytics (3/10/14 – 3/11/14)
14
Source: Crimson Hexagon, (3/10/14 – 4/11/14)
15
Source: Data provided by Google Inc.
16
Jezebel April 2014
17
Buzzfeed April 2014
18
Source: Nielsen xAOC Sales data (Q1 2014)
19
Source: Internal Mondelez data (Q1 2014)

Effie2015_Honey_Maid - FINAL

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