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 consumers’ 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 of 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, shared his knowledge and recipes with the interested parents and kids, while promoters communicated the activation and shared relevant info leaflets.
A collaboration with KOLs helped the activation gain extra virality. Key influencers cooked with their kids and shared their photos on social media.