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....