DMB&B has developed a new national TV campaign for Uncle Ben’s
rice, which goes on air next month under the banner: ’Adventurous
cooking with Cooke.’
The campaign is built around the premise that, with Uncle Ben’s rice,
adventurous cooking need not be risky. An enthusiastic chef, named
Cooke, demonstrates how you can enjoy dishes from around the world, safe
in the knowledge that the end result will always be a success - as long
as you use Uncle Ben’s.
Colin Gregg, the director of HHCL and Partners’ Blackcurrant Tango ad,
is directing the series of big-budget location shoots, which begins with
a visit to Thailand.
In the first ad, Cooke is invited to a Thai wedding and kindly offers to
cook Thai Imperial Rice for the feast. However, he inadvertently upsets
a baby elephant in the process, creating havoc at the reception. Cooke’s
enthusiasm for the rice means he is completely unaware of the chaos he
The other films in the series are still being shot.
Frederique Hull, the Master Foods market manager, said: ’The campaign’s
friendly approach will strengthen the appeal of the Uncle Ben’s brand
while clearly communicating the benefits of the products in our
The ad was written by Steve Meredith and art directed by Ray
Media buying is handled by the Media Centre.