Uncle Ben's: Ben's Beginners

This case study explores how Uncle Ben's, the food brand, crafted the Ben's Beginners campaign in the UK with the specific aim of making parents more likely to cook with their children.

Uncle Ben's: Ben's Beginners

AMV BBDO

Campaign overview

Having identified that families were no longer cooking together, Uncle Ben's wanted to change this using its established platform, Ben's Beginners.

This campaign was not about brand awareness or likeability – for it to work it would have to deliver tangible response in the real world, with the objective set at getting 268,000 parents cooking with their children more often.

With over 3.5 million views of its cooking content and a huge increase in the audience's likelihood of cooking, Ben's Beginners succeeded in making parents more likely to cook with their kids....

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