UNCLE BEN'S - Ben’s Beginners
Global researches have shown that obesity is a global threat, including Greece. In order to make a statement against this global phenomenon, Uncle Ben’s initiated the “Ben’s Beginners” activation, back in 2016. Main objective was to boost family moments with parents cooking with their kids as well as for families to create and enjoy healthier meals.
Having a successful first year, the main challenge was to keep and further enhance consumer’s interest on the activation.
Main vehicle of the activation was a customized microsite. By visiting the mini site users could not only learn about the activation and related recipes but could also enter a draw where 3 winners won the total amount of 5.000€. All they had to do was upload a photo with them cooking an Uncle Ben’s rice based meal with their kids.
A customized kids cooking seminar gave an extra boost to the whole concept. A very popular chef, Kyriakos Melas, gave his know-how and shared recipes with the interested parents and kids whereas promoters communicated the activation and shared relevant info leaflets.
A collaboration with KOL helped the activation gain extra virality. Key influencers cooked with their kids and shared their photos to their social media. A customized content strategy communicated the campaign in the brand’s owned media.