Christian and conservative groups are taking to social media to speak out against Nabisco's promotion of homosexuality in a recent commercial for Honey Maid graham crackers.
"So sad to see #honeymaid promoting values that are blatantly anti-Christian," said a user named Keisha on Facebook. "Christians should stand up for their faith and stop buying their merchandise."
The controversial commercial titled "this is Wholesome" begins with a man, presumably a father, bottle-feeding a baby. Shortly after, another man bends forward and kisses the baby on the head. Then, the baby's two "fathers" take the baby for a walk. The following scenes in the commercial depict families of varying races engaging with their children, incorporating Honey Maid graham crackers or Teddy Grahams into each scene.
A voiceover states, "No matter how things change, what makes us wholesome never will. Honey Maid: Everyday wholesome snacks for every wholesome family. This is wholesome."
Many Christians, however, view the ad as anything but "wholesome."
"Calling 4a Christian boycott until they find true meaning of wholesome-no bullying allowed-simply take a stand for Scripture," one Christian singer and worship leader wrote on twitter.
"Just because something is legal doesn't make it wholesome," said a viewer named Brandon. "And this wasn't. So long, Nabisco!"
Christian organization One Million Moms also recently posted an article on their website expressing their disappointment in the company. "Nabisco should be ashamed of themselves for their latest Honey Maid and Teddy Graham cracker commercial where they attempt to normalize sin," the group wrote. "There is concern about the way this ad is pushing the LGBT agenda, but an even greater concern is the way that they are changing the meaning of the word 'wholesome.' This is truly sad. If this is what Honey Maid thinks is wholesome, then my family will no longer purchase Honey Maid or Nabisco products."
Earlier this month, conservative talk show host Janet Mefferd told her Facebook followers that she was "so done" with the brand, and "even more done with the constant onslaught from the Gay Propaganda Machine," according to Right Wing Watch.
Nabisco responded to the flurry of criticism with another commercial titled "Love."
"[W]e asked two artists to take the negative comments and turn them into something else," the commercial states. In the ad, two young women roll up printouts of the complaints sent to Nabisco and then glue them together to form the word "love." The ad insinuates that the only thing that matters in a family unit is love, not sexual orientation.
"That's how they decided to respond, and that's fine. That's their choice. Now we know where they stand," Monica Cole, director of One Million Moms, told Vocativ.com. "Now we know not to support Honey Maid, and we won't be buying their products. ...We can vote with our wallets."
The company asserts it has received over ten times as many positive comments about the commercial, and continues to defend their ads.
"As a brand that has been a part of families' lives for nearly 90 years, Honey Maid recognizes that while the makeup and day-to-day lives of families have evolved, the idea and importance of wholesome family connections remains the same," the company wrote in an email to The Huffington Post.
However, the company's involvement with families is what makes the commercials so problematic, asserts one pastor.
"Nabisco, a company who sells items that are in nearly every kitchen in America is using their products to promote the gay agenda," a pastor named Eric wrote on Facebook. "This is a frightening thing those who believe in the Biblical definition of "family."
Pastor Rick Erikson of NYC is calling on Christians to respond to Nabisco with compassion. "Pray for Nabisco and everyone involved with the making of these commercials, that their eyes will be opened to the truth of God's Word," he wrote, "at the end of the day, we are called to love one another, certainly, but primarily to obey the Word of God which clearly defines marriage as between a man and a woman."