Honey Maid Fights Hate With 'Love'

The graham cracker brand's response to anger over its gay-friendly ad has gone viral.
3:00 | 04/07/14

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Transcript for Honey Maid Fights Hate With 'Love'
controversy over honey maid graham crackers received a flood of angry couples after it featured biracial and gay couples in its aides. Paula Faris has the story. ? Reporter: It was the ad for a sweet snack that generated a bitter backlash. Every day wholesome snacks for every wholesome family. Honey maid featuring interracial and gay parents in an ad for graham crackers viewed more than 5 million times since posted online in March. It's about recognizing that the American family's changed over the decades and our product line has changed in parallel with that change in the dynamics. Reporter: The uproar was almost immediate one person tweeting "Your TV commercial is awful." Another "Bye-bye, honey maid snacks. Not in my hout." One million moms calling it an attempt to normalize sin but the graham cracker company is refusing to crumble this morning. This is wholesome. Reporter: Firing back with this ad surround the negative responses with positive ones. And literally rolling messages of hate into one of love. It's actually a simple message that love conquering all. Social media plays such a prominent role and companies feel like they can and often should react to backlash to criticism. Honeymaid, this was a fantastic move. Reporter: It's been viewed more than 2 million times since posted last week. Honey maid hoping its message of tolerance sticks once an for all, for ABC news, Paula Faris, New York. Kate Coyne, a top editor at "People" magazine. See how they fight back in realtime. Very rapid. Very quickly. Encouraging response they've had here. It's not surprising perhaps that there was a backlash to their original ad. It is surprising that honeymaid responded so quickly and clearly that they are not bowing down and in a way outing the people who went ahead and wrote the e-mails and called this disgraceful and showing what they're saying is really the opposite of the love they thud be saying. I was Reading about this conversation, I think it's a beautiful commercial but perhaps even expecting it and prepared for it. It would seem that they were prepared on some level. If they weren't then this sort of rapid response with this level of artist industry is really astonishing. Cheerios ran a commercial with an multiette yik family and received a similar backlash. Ten more goody melts than -- The most important point here. As my mom said, kill them with kindness. Kate, thank you so much.

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