Ben’s Original Unveils New Campaign & Packaging Via The&Partnership

Ben’s Original Unveils New Campaign & Packaging Via The&Partnership
B&T Magazine
Edited by B&T Magazine



Today Mars Food Australia has announced that Ben’s Original rice products are available in new packaging at Australian retailers nationally.

The arrival of Ben’s Original on retail shelves will be supported by an integrated campaign to drive awareness of the new brand. The “Everyone’s Original” campaign focuses on the brand’s vision of inclusivity that celebrates individuality.

The campaign includes creative developed by The&Partnership which will also air in the US, UK, Germany, Canada and France as part of the brand’s first global marketing campaign.

It went live in Australia on September 22 with online video, social and in-store promotions.

The new packaging follows the brand’s name change from Uncle Ben’s® announced last year, it includes Ben’s OriginalTM brand name which is featured on the familiar orange background with the same navy-blue font. Inside the packaging, shoppers will find the same great tasting product.

As part of today’s announcement, Ben’s OriginalTM has shared its new brand purpose and a commitment to invest a proportion of profits over the next five years to support disadvantaged communities in Australia.

Bill Heague, general manager of Mars Food Australia, said:  “Globally, Ben’s Original is the number one rice product in the world and today’s announcement signals the beginning of an exciting new phase for the brand in Australia.

“We launched the ready-to-heat range in Australia in 1982 and the brand has a loyal following. We are focused on growing the brand and building its local reputation as the world’s tastiest rice.

“This is not just a name and packaging change. We believe everyone deserves to feel welcome, heard and have access to nutritious food.

“That’s why we have committed to funding initiatives that help improve social inclusion and create meals, experiences and opportunities that offer everyone a seat at the table. We are currently in discussions with a number of community groups in Australia and we look forward to announcing a new partnership early next year.”

Ben’s OriginalTM Ready to Heat Microwave Rice comes in 28 flavours and is a healthy, convenient meal addition, ready in 90 seconds.




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