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Why the Christian Right Is Freaking Out Over a Honey Maid Graham Crackers' Ad

Family-positive marketing from Chips Ahoy, Oreos and Honey Maid has conservatives going crackers.

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LeClaire pointed out that members of the conservative American Family Association's One Million Moms group were "up in arms": "The American Family Association-linked group insists Nabisco should be ashamed of itself for the cracker commercial that attempts to 'normalize sin.'"

"One Million Moms stands up for Biblical truth which is very clear in Romans 1:26-27 about this particular type of sexual perversion," the group stated. "Honey Maid is also using the hashtag #thisiswholesome. 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."

The scolds at One Million Moms have declared war on Honey Maid Graham Crackers: "That's how they [the company] decided to respond, and that's fine. That's their choice. Now we know where they stand," Monica Cole, director of One Million Moms, tols Vocativ.com. "Now we know not to support Honey Maid, and we won't be buying their products. ...We can vote with our wallets."

As Luke Malone pointed out at vocative.com, this is pretty much standard procedure for One Million Moms, which really doesn't have one million moms as members. The group "attacks brands and television shows that members feel are bad for children by initiating email campaigns and boycotts. They focus on the use of profanity, sexuality and positive depictions of same-sex couples or families. Comprised of 'Christians and/or conservative parents,' the group believes that marriage should be between a man and a woman, and that anything else is a departure from the biblical teachings they are trying to pass on to their children."

Cole told Malone how they "choose which television shows to target": "Even if part of the show has a good base as far as the plot line, if there's anything added in it that we would find not appropriate, it's kind of like a batch of brownies," One Million Moms Director Monica Cole said in the interview. "You put a little poison in it, you're still not going to eat them. A little bit of poison can ruin the whole batch."

And if anyone can recognize the "poison" in a batch, it's the American Family Association's One Million Moms. Over the years, the AFA has launched a myriad of campaigns and boycotts of products and programs it considers to be poisoning the culture. Some have been moderately successful and some not so much. The main takeaway: The only way to keep your base engaged and enraged is to constantly find targets of discontent.

Bill Berkowitz is a longtime observer of the conservative movement.