A recipe for change: How Uncle Ben's got the nation's families cooking together again

This case study illustrates how Uncle Ben's, a food brand, changed British families' cooking habits through an educational online video campaign.

A recipe for change: How Uncle Ben's got the nation's families cooking together again

This is a paper about what strategic thinking can enable brands to do. Having identified a nation in which families were no longer cooking together, we decided to launch a campaign with Uncle Ben's that would get the nation's families cooking together again. And not because it would help sell more rice, but because a nation in which families don't cook is one where millions of kids grow up without the skills they need to look after themselves nutritionally. By applying learnings gleaned from behaviour change...

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