Uncle Ben's Inc.: Uncle Ben campaign
Robert SchnakenbergOverview
Uncle Ben's Inc., now a division of Mars Inc., began its corporate life in 1946 as Converted Rice, Inc., selling rice to the Canadian market. It subsequently expanded its operations across North America and around the world. With innovations such as nonstick, boil-in-the-bag, and fast-cooking rice, Uncle Ben's remained one of the leading brands in the market.
Since its introduction, the Uncle Ben's logo has featured a balding, white-haired African American man wearing a bow tie. The fictitious namesake was based on a legendary rice farmer known for the superior quality...