DMB&B has created a press campaign to launch Uncle Ben’s World of
One execution, for Cajun-style rice, features an enlarged grain of rice
sporting dungarees, straw hat and gingham shirt. The copy reads: ’Next
time y’all are cooking up a special Cajun meal, try Uncle Ben’s thigh
slappin’ spicy Cajun rice.’
Another, for Oriental rice, depicts a grain of rice in traditional
Eastern costume. The copy reads: ’Wise man say: when cooking special
Oriental dish, try Uncle Ben’s delicately flavoured Oriental rice and
watch meal blossom like flower.’
Julian Ashley, the account director on Uncle Ben’s at DMB&B, said: ’The
idea is that if you are having a special meal, you should have the rice
to go with it.’
The ads, which break at the end of this month, will appear in women’s
weekly and monthly titles, including Bella, Best and Good Housekeeping,
as well as in Sunday supplements of national newspapers.
The ads and the new range are part of a larger effort by Uncle Ben’s to
make rice a more interesting section in the supermarket.
They were art directed by Neil Durber and written by Ben Hartman with
photography by Piet Johnson.
Media planning on the World of Rice campaign is through MediaVest with
buying by Zenith Media.