Mars Food today unveiled the first Ben’s Original marketing campaign in the UK – “Everyone’s Original.”
The new campaign is linked with the brand’s ongoing commitment to enhance inclusion and equity in service of its purpose to offer everyone a seat at the table.
“The inspiration for the new campaign came from the simplest of places – our brand name,” said Rafael Narvaez, Global CMO and R&D Officer, Mars Food.
“Original not only speaks to the quality of the world’s best rice brand, but also our vision of inclusivity that celebrates individuality. We are not defined by our age, gender, sexuality or race – what defines us are the personality traits and quirks that make us all unique. Because we’re individuals … we’re all original.”
The first adverts from the new campaign, called ‘We’re all original recipes™,’ feature a collection of six diverse and real households who gather around the table for their favourite meals featuring Ben’s Original long grain rice. These include a nuclear family, a pair of friends, three roommates, a single-parent family, a family who uses sign-language and a multi-generational family.
The fully integrated campaign, which was developed by The&Partnership, first aired in the US before rolling out to the UK. The first adverts in the UK include two television ads, as well as digital, social and video-on-demand formats that will air on a variety of different platforms.
Since announcing the new brand name last September, the Ben’s Original brand has focused on taking action through community outreach programs around the world to ensure underserved communities have access to the nutritious meals we all deserve.
In the UK, Ben’s Original has an ongoing partnership with the Trussell Trust. This year, together with Dolmio, the brand has donated £100,000 to the Trussell Trust as part of an ongoing partnership to Stand Against Hunger in the UK and support its more than 1,300 food banks nationwide.
Ben’s Original also donates meals to underserved communities through its partnership with His Food – the national food redistribution charity. Over the course of this year, Ben’s Original will donate at least 3 million meals to His Food as well as Fareshare to help ensure nutritious food donations reaches those who need it the most.
