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Uncle Ben’s is banking on the adage “sex sells” in a new campaign from D’Arcy Masius Benton & Bowles. Three tongue-in-cheek spots break today, using racy imagery unusual for a “boring” category.
The spots tout existing lines and two new products, Rice Bowls and Natural Select. They also reposition Uncle Ben’s from a line of dependable ingredients for aspiring chefs to a brand for people who are passionate about food.
The “Passion Lessons” ads, targeting women 25-54, rely heavily on jokey sexual innuendo.
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