Swanson Broth ran an ad in The Advocate, a popular LG(bt) [1. It’s my understanding that while The Advocate bills itself as an LGBT publication, they focus mainly on the L and G.] publication that is in some trouble of its own right now. Quite naturally, seeing the audience, the advertisement (pdf) featured a lesbian couple preparing a holiday meal with their young son.
All seems well, good, and uneventful . . . but that’s because you’re missing how this advertisement promotes The Gay Agenda. And according to Amplify Your Voice, extreme right-wing and anti-gay organization the American Family Association sent out this email message to their supporters:
Send an email to Campbell Soup Company President Douglas Conant. Tell him you want his company to stop supporting the gay agenda.
In the December, 2008 and January, 2009 issues, Campbell Soup Company bought two, two-page advertisements in the latest issues of the nation’s largest homosexual magazine, “The Advocate.” The ads promote their Swanson line of broth.
In one of the December ads, the Campbell Soup Company highlighted the lives of two lesbians with their son. The others feature New York City chefs. See the ads here.
Campbell Soup Company has openly begun helping homosexual activists push their agenda. Not only did the ads cost Campbell’s a chunk of money, but they also sent a message that homosexual parents constitute a family and are worthy of support. They also gave their approval to the entire homosexual agenda.
Well gee. How dare Campbell send a message that lesbians are people??? And that their family and child are worthy of public acceptance and support. Indeed, how dare they suggest that they are worthy of anything at all. After all, they have Teh Gay.
But thankfully, Campbell Soup is not caving into the hate-mongering:
“We support all types of families, regardless of how they’re defined, [and have done so] for more than 100 years,” Sanzio offers. “We advertise in a variety of different media outlets that appeal to a broad spectrum of society. That’s what we’re doing here, and that’s what we’ll continue to do.”
Wow. There’s not even a small note of apology in there. I’m shocked and extremely pleased by it. No, “we’re sorry if anyone was offended” or “we didn’t intend to take a political stance.” Nothing like that at all. Just plain old standing by their completely inoffensive advertisement.
While we should of course be able to expect such a response to this kind of bigotry, the fact is that we currently can’t. And yet, Campbell is doing what’s right. Either they’ve decided to put principle above sales, or they’ve decided that LGBT people and their allies constitute a bigger and more worthwhile market than homophobes. And whichever the answer is — indeed, assuming with cynicism that it’s the latter — it’s excellent news and a significant step forward.
Amplify suggests that you buy a Campbell product and mail it to the American Family Association, telling them that you support Campbell and will continue buying thier products. Interesting idea. But personally, I say email Campbell directly, and tell them that you support their decision and support of LGBT families. Over all, I’d count on it having a larger impact.