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Mars Inc.'s Uncle Ben's unit in April rolls out Rice Bowls, its first national entry into the freezer case, with a $20 million effort from D'Arcy Masius Benton & Bowles, New York. The campaign has been running in Houston, where the brand has been testing since summer. The "passion" theme in the ad, which shows an amorous couple preparing a Rice Bowl, dovetails with the
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