We’re All Original Recipes
With the escalation of BLM in 2020, Uncle Ben’s knew it needed to adapt to be more inclusive. Wanting to be part of the solution, they rebranded as the more inclusive Ben’s Original, and a new Purpose (to offer everyone a seat at the table) became its guiding principle.
The ‘We’re All Original Recipes’ campaign, built on the belief that “We all bring something different to the table, and all have an original story to tell” helped relaunch Ben’s Original.
Championing the unique recipes, traditions and interactions that make each meal original, it featured six real households, ensuring authentic representation was central to every asset.
The results were incredible. Household penetration increased by 20% in the US, and market share increased by 10%. Positive associations like ‘authentic’, ‘modern’ and ‘responsible’ also all saw double digit improvements thanks to the campaign.