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Advertising Age reports on a new campaign for Mondelez International-owned Honey Maid Graham Crackers that features "real-life stores" and focuses on "interracial and gay couples, a tattooed punk rock musician and a single father."

In addition to featuring these American families in TV ads, the company also is giving them further attention via a YouTube campaign.

"We recognize change is happening every day, from the way in which a family looks today to how a family interacts to the way it is portrayed in media," says Gary Osifchin, senior marketing director for biscuits at Mondelez, noting that the company wants to be "part of everyday moments of connection in a world with changing, evolving family dynamics."

The tagline for the campaign: "This is wholesome."

You can watch it here.
KC's View:
Well, I suspect that the tagline, not to mention the entire campaign, will stick in some people's craw.

But largely, it reflects the greater reality from which nobody can escape - that traditional definitions are becoming less relevant, and are being replaced by a different reality in which words like "traditional" and "wholesome" mean something different. Most people, I think, are making the adjustment … and the vast majority of our kids will look back at some of the tsouris felt by some folks at such ads and wonder what all the fuss was about.