--- title: Honey Maid Ad Celebrates Families Changed by Divorce description: The graham-cracker maker says divorced families are blended but not broken canonical: https://time.com/3305280/honey-maid-divorce-commercial/ author: Denver Nicks article:opinion: false article:content_tier: free article:published_time: 2014-09-08T21:26:41.000Z article:modified_time: 2026-04-13T08:55:56.358Z og:title: Honey Maid Ad Celebrates Families Changed by Divorce og:description: The graham-cracker maker says divorced families are blended but not broken og:url: https://time.com/3305280/honey-maid-divorce-commercial/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: Honey Maid Ad Celebrates Families Changed by Divorce twitter:description: The graham-cracker maker says divorced families are blended but not broken twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # Honey Maid Ad Celebrates Families Changed by Divorce > Sponsored content. 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Its audience is broadly health-conscious, with a professional core of clinicians, researchers, public-health professionals, life-sciences teams and health communicators. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-health-2026q3/newsletters?i=583be069-f49a-47c1-b2e3-505dc929426f&cr=time-nl-health-2026q3-v1) ## Video: Honey Maid Documentary- #NotBroken [Watch (HLS stream): Honey Maid Documentary- #NotBroken](https://cdn.jwplayer.com/manifests/OfBnlGzy.m3u8) (2:10)  _Published 2014-09-08. Honey Maid Documentary- #NotBroken_  by [Denver Nicks](https://time.com/author/denver-nicks/)  ## Denver Nicks Sep 8, 2014 9:26 PM UTC  by [Denver Nicks](https://time.com/author/denver-nicks/)  ## Denver Nicks Sep 8, 2014 9:26 PM UTC First it was family diversity, now it’s families affected by divorce. Honey Maid, the graham-cracker maker with the hot-button ads, has a new marketing campaign that sends this message: “Just because a family has broken up doesn’t mean they are broken.” Last spring, Honey Made released its first installment of the much-discussed “[This Is Wholesome](http://time.com/49715/honey-maid-responded-to-hateful-anti-gay-comments-with-this-inspiring-ad/)” ad campaign that included same-sex and interracial marriages and had right-wing conservative groups complaining. In its new ad, “#NotBroken,” the company celebrates families that have been reconfigured through divorce. “Of the 73 million American children under the age of 18, 1 in 10 is currently living within a stepfamily environment,” said Gary Osifchin, senior marketing director of biscuits for Mondelez International, which owns Honey Maid. At a time when 42% of American adults are members of a “blended” family (i.e. have at least one steprelative) according to the [Pew Research Center](http://www.pewsocialtrends.org/2011/01/13/a-portrait-of-stepfamilies/), Honey Maid’s strategy could be a winning one. “We’ve seen an overwhelming response to the ‘This Is Wholesome” campaign and we feel that it is critical to continue sharing stories and advertising that truly reflects our consumers,” Osifchin said. The ad has been released in advance of National Stepfamily Day on Sept. 16 and Honey Maid is encouraging people to use the hashtags #NotBroken and #ThisIsWholesome to highlight themes raised in the ad. ## Transcript [00:02] Sometimes it's hard to explain our family to people. I [00:07] didn't ever want Isaac to feel weird or awkward or that his [00:10] family was different than anybody elses. I'll [00:14] never forget the first time Isaac called me mom. I have [00:18] two moms. And I've got two dads. You [00:23] know, I never thought I would get divorced but it is what it [00:27] is. You deal with the pain, you deal with the brokenness [00:31] and then you kinda move on. The difference between the [00:33] two families is my step dad has black [00:37] hair and my dad has brown and that's one of the [00:41] differences. I.. I hope that he grows up to [00:45] be a good human, a good parent. I [00:49] try to save the things that are planned and that are fun for [00:52] days that he's here. I pray that [ MUSIC ] Bless this [01:01] food and pray for everybody in my family. As long as [01:07] he just felt loved and never felt like he was pulled between [01:09] two places, that he would understand. I [01:15] feel like we have a very good relationship as you blend [01:18] together, the family comes first. It might not be [01:22] the way we thought it. It was going to be, but, just want to [01:24] give the kids the best life they can have. [ MUSIC ] At first I [01:25] didn't think there were a [01:29] lot of families like ours, but then I realized that we weren't [01:32] that different [ MUSIC ] It's who [01:38] we are. As perfect as we're supposed to be. 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