- Ben’s Original is again evolving its brand identity and introducing a brand new global brand platform, “Keep It Original,” in response to a press release.
- The first campaign under the platform focuses on the Mars-owned marketer’s ready-to-heat rice products, positioning them as a option to unite family and friends on the dinner table. The spots were shot with real people, not actors, and use a dynamic camera-tracking technique meant to simulate life’s constant motion.
- In addition to the ads, Ben’s Original partnered with agency JKR to update its brand identity to be more consistent and distinctive. Ben’s Original was formerly generally known as Uncle Ben’s before rebranding in 2020 within the wake of national discussions around race.
Ben’s Original is revamping its brand five years after making a serious pivot and ditching its long-standing Uncle Ben’s name and iconography over perceived racial stereotyping. “Keep It Original” and the identity touch up reply to a desire for trusted brands that function “cultural anchors” and offer convenience within the kitchen, the corporate said.
“This platform celebrates the brand’s heritage, while addressing the needs of today’s busy consumers who’re searching for tasty, accessible, and healthy meal solutions from brands they trust,” said Matt Graham, global CMO at Mars Food & Nutrition, in an announcement.
Nearly half (48%) of U.S. consumers spend fewer than quarter-hour preparing dinner every day, per a Streetbees survey commissioned by Mars Food & Nutrition. More persons are also cooking at home and in search of value within the grocery aisle amid rising recessionary fears. Some may return to purchasing recognizable, legacy packaged foods names in a possible downturn, a trend that occurred through the pandemic.
The first spots under the “Keep It Original” banner show how Ben’s Original’s ready-to-heat rice brings people together, whether on the dining table with kids or on a summer camping trip with friends. Movement is a visible motif of the campaign as a fluid camera spins out of a microwave heating up Ben’s Original to trace individuals tucking right into a meal. “Keep It Original” was designed to last for years and eventually touch on other product offerings, equivalent to ready meals and sauces.
The creative will run first within the U.S. on broadcast TV and online video platforms starting this month before rolling out to Canada in August and other markets through 2026. Agency T&P, which is backed by ad-holding group WPP, developed the brand platform while WPP Media handled the media plan. Ben’s Original worked with WPP Media on innovations focused on social channels and to deploy contextually relevant ad placements as a part of the agency’s “evolved audience approach.” Ben’s Original parent Mars recently moved its $1.7 billion media account from WPP to rival (*5*).
Along with the ads, Ben’s Original teamed with JKR to change its identity, with the goal of making more consistency and distinction. The extent of the changes weren’t immediately clear, however the brand said that, taken together, they are supposed to embody what Ben’s Original stands for: “good food, real ingredients, and a way of community.”
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