BBDO Wants to Get You in the Kitchen for Uncle Ben’s

By Erik Oster 

Abbott Mead Vickers BBDO has a new UK campaign for Uncle Ben’s, called “Ben’s Beginners,” based on the insight that one in four parents never cook with their children.

In a two minute spot — entitled “Where’s The Kitchen” — a supposed real estate agent shows families a house without a kitchen. Invariably, the families notice and complain, to which he replies that people aren’t really cooking anymore and kitchen-less houses are the wave of the future. It’s a bit of an odd way to illustrate how people are cooking less, but lets the brand avoid seeming overly preachy. Abbott Mead Vickers BBDO probably could have made the point in less time however, as the two-minute format really stretches the premise thin.

Another part of the campaign will see Uncle Ben’s launching a YouTube cooking channel. Designed to encourage parents to cook with their children, the show is hosted by DJ BBQ shows kids how to cook simple meals using Uncle Ben’s products. It’s a nice extension of the campaign, and could foster some real brand loyalty in kids who learn to cook with the program. Additional videos will feature actress and celebrity chef Lisa Faulkner teaching basic cooking skills.


Creative Agency: Abbott Mead Vickers BBDO
Creative Director: Mike Hannett
Creative: Liam Donnelly / Phil Holbrook
Board Account Director: Gau Narayanan
Account Director: Paddy Heaney / Jen Knox
Account Executive: Georgia Totvanian
Senior Planner: Raquel Chicorel
Planner: Matt Turnbull
TV Producer: Richard Grisman
Film Production: Fat Lemon
Director: Chris Faith