Background

In June 2020, in the wake of the social unrest due to racial injustices around the world, Mars Food took the decision to change the long-established Ben’s brand - changing from Uncle Ben’s to Ben’s Original. The new brand also took action to enhance inclusion and equity through a new brand purpose to create opportunities that offer everyone a seat at the table. 

Brief

Create a global creative platform that infused awareness and meaning into Ben’s Original. Dramatising their belief that everyone deserves a seat at the table. 

Our opportunity was to bring fame to the new brand, and establish Ben’s Original as a unifying force for good.

Our audience was real families from every walk of life, who want tasty midweek meals that are easy to prepare and everyone will enjoy. 

Solution

Our answer was ‘We’re all original recipes’. A campaign built on the belief that “Every meal, every family, everyone. We all bring something different to the table. We’re all original recipes.”  

The launch campaign brought this new brand purpose to life - a global campaign idea that celebrated everyone’s originality - no matter your age, gender, sexuality or race.

Championing the unique recipes, traditions and interactions that make each meal original and featured a collection of six real households to ensure authentic representation was central to every asset.   

The fully integrated campaign, launched in August 2021 in the U.S, the UK, Germany, Canada, France and Australia. The initial activity burst was 6 months, with follow activity continuing into 2022.