With the escalation of BLM in 2020 Uncle Ben’s listened, learned & changed - rebranding as the more inclusive ‘Ben’s Original’. But not all consumers wanted change, and research indicated any change to the branding could see sales decline up to 20%.

Creative strategy overcame these challenges by identifying a breakthrough consumer insight and defining a powerful new brand platform that could resonate amongst all audiences – resulting in brand reappraisal, renewed interest and commercial success.

This is a case study for when brands need to adapt to societal change, and how creative strategy can help them do so effectively.

In June 2020, in the wake of a cultural reckoning against a backdrop of long-standing social injustice, Uncle Ben’s knew it needed to adapt to be more inclusive. It listened to thousands of consumers, its own Associates, and other stakeholders globally – particularly those in the Black community – to understand the inequities associated with the brand. More than half of consumers (53%) wanted to see the brand change in some way.

Wanting to be part of the solution, they rebranded as the more inclusive Ben’s Original, and a new Purpose (to offer everyone a seat at the table) became its guiding principle.

Brief: Infuse the new purpose-led Ben’s Original brand with emotional meaning, while creating positive sentiment & desire

Business objective: Increase penetration

Marketing Objectives: Improve brand perception & purchase intent

Communications objective: Drive awareness of the brand & its purpose

Societal objective: Make a meaningful impact on society

It was clear that changing was the right thing to do. But not all consumers agreed.

Segmentation helped us identify three distinct cohorts;

1. Vocal Opposition: Resistant to change, seeking reassurance & familiarity

2. Silent Majority: Indifferent to change, seeking quality meals & easy preparation

3. Vocal Activists: Demand change, seeking genuine & radical progress

The new purpose overtly signalled change, emphasising D&I. But it oriented the brand toward ‘Vocal Activists’ - delivering less on the familiarity & quality craved by other audiences. In addition, data showed any change to the branding could result in an immediate sales decline of up to 20%*. Doing the right thing risked destabilising the brand and negatively impacting sales.

A complex, challenging situation with the eyes of the world upon us*.

We needed to define a brand platform that felt true to the brand and could unite all audiences.

Our strategic approach prioritised the consumer, taking advantage of the largest & most thoughtful series of consumer research in the brand’s 79 year history.

From focus groups to statistical models, stakeholder interviews to social listening, the brand learned from thousands of consumers from around the world – particularly those in the Black community.

One insight kept coming through;

No one wants to be defined by how they appear. Genuine inclusivity

comes with the recognition that we are all individuals.

This breakthrough insight transformed our approach, and directly led to the new global brand platform; Everyone’s Original.

Data showed us that ‘originality’ could speak to both the history & heritage of the world’s number one rice brand, and also to a vision of inclusivity which celebrates individuality versus lapsing into stereotypes.

Our task was to dramatise this originality, and celebrate the differences we all bring to the table.

The campaign idea ‘We’re all original recipes’ speaks directly to this new brand platform. It’s based on the belief that no matter who you are or where you’re from, everyone has a unique story to tell & original recipe to share. The campaign celebrates the differences we all bring to the table, showcasing the ingredients that make us who we truly are – our own ‘original recipes’.

Shot in a beautifully cinematic style by a diverse crew, and told through joyful, upbeat cooking moments of six real families, all from diverse backgrounds, the hero films finish on a crucial message: “Every meal, every family, everyone… we all bring something different to the table. Because we’re all original recipes”.

“From insight, to execution…it’s the most meaningful campaign in our 79 year history” Anja Spielmann, Global Brand Director Mars Food

This was a 360 campaign featuring TV, digital, social, Web & PR.

Given the complexity of the challenge and the significance of the re-launch, its performance exceeded all expectations;

Communication

+42% prompted awareness within 3 months

Brand perception: authentic (+14%), modern (+13%), responsible (+8%)

2.59bn earned reach, 93% positive or neutral sentiment

Business

Penetration +20% (US), +25% (FR), +42% (DE)*

Market share +10%*

+229% purchase intent

Societal

Acts, not just ads:

18.6m+ meals donated to underserved communities globally, 2021

$5m+ given to increase access to nutritious meals & educational opportunities (2021-2025)

Around 300 scholarships to increase diversity in the food industry (2021-2025)

Brand perception: ‘does good in society’ (+8%)

Consumer response: “I would buy the product as a gesture of solidarity. That’s how strongly I personally feel”

“Brands, and the marketers that run them, have the responsibility to do more for this world. I’m incredibly proud of the meaningful & measurable impact of this campaign”

Rafael Narvaez, Global CMO Mars Food