Ben’s Original, the brand created to replace Uncle Ben’s, is out with an inclusive campaign backed by major media spending nearly a year after the name change was announced amid a global racial reckoning.
The “Everyone’s Original” campaign features a diverse cast of families and friends cooking at home, each group putting its own spin on using Ben’s Original rice with the tagline "We're all original recipes." Commercials feature six groups of real families and friends: a Black nuclear family, a pair of friends, three roommates, a single-parent family, a multi-generational Pakistani family, and a family that uses sign language.
“Our priority when selecting the families was to be as inclusive as possible to emphasize our belief that everyone deserves a seat at the table,” says Rafael Narvaez, global chief marketing officer and research and development officer, Mars Food.
The campaign was inspired by the new Ben’s Original brand name, “which not only speaks to the heritage and quality of our rice, but also our vision of inclusivity that celebrates individuality,” says Narvaez.
Each commercial features unscripted moments of cooking, familiar kitchen chaos, and Ben's Original rice.