Much feeling, such wholesome

Honey Maid has come up with a clever way of getting web users to voluntarily receive pop up ads. In a new campaign it is taking over browsers to make websites more wholesome.

To promote its whole grain treats, the American cracker brand is running a ‘This is Wholesome’ campaign, supported by video and a browser transforming button.

The four videos explore the idea of acceptance through real life American families to see how they have accepted people who are different.

Two neighboring families show us that, if we give one another a chance, we can find acceptance, and even friendship. #ThisIsWholesome

Posted by Honey Maid on Monday, April 4, 2016

Alongside the videos, PR agency Weber Shandwick created a ‘Wholesomise it’ button that aims to make any website ‘wholesome’.

The button can be dragged to the user’s bookmark folder and then clicked to change the headlines and photos, on any page the user visits, to messages of positivity and diversity. The content however will remain the same. When users click on the wholesome headlines, they are redirected to the campaign videos.

The button made for an entertaining afternoon in our newsroom as we transformed a few Tangible publications.

We only wished it would take some of the sting out of our StopPress comments.

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