Either gays are the next target market for graham crackers or Honey Maid really believes in the equality of all families. Last month, the food company warmed hearts (including this cynical old queen’s) and boosted marshmallow sales with an entry into its “This is Wholesome” ad campaign that featured gay dads alongside other visions of family life. Predictably, there was a certain amount of homophobic backlash, which Honey Maid could have easily ignored. Instead, they produced this truly lovely response, in which messages of hate are transformed into something else entirely:

It’s especially heartening to watch the messages of support gently engulf the prejudice in an echo of what’s currently going on across the country. Homophobes should take note—when the makers of graham crackers, the very symbol of traditional family life, are calling you out on your hate, it might be time to consider a transformation yourself.