Uncle Ben's

Cooking brings us closer

Cooking brings us closer
We utilised the power of Immediate’s food and parenting brands to present Uncle Ben’s Ready-To-Heat (RTH) rice to those looking for meal inspiration. Key to the campaign was producing a range of inspiring-yet-achievable recipes and educating consumers about the benefits of Uncle Ben’s RTH rice over supermarket own-brand.

Working in partnership with the BBC Good Food editorial team to identify key trends and themes, Imagine produced six recipes, each with its own supporting stills and video, to sit on a BBC Good Food/Uncle Ben’s-branded microsite: Uncle Ben’s Cooking Brings Us Closer.

High-impact video formats – including Immediate’s proprietary Flix format – ran across the IM network targeting main food shoppers, driving to the site, along with Interscroller, the premium pre-roll format, and social.

The recipe content and stills were used in one-page advertorials which that ran in Radio Times, BBC Good Food, Olive and BBC Easy Cook.

In addition, the BBC Good Food team produced two native recipes which ran on the bbcgoodfood.com site, and the campaign also included our first-ever native recipe on MadeForMums.com. We also ran a Sponsored Discussion on MadeForMums.com, which achieved an incredible approval rating of 95% from mums and encouraged peer-to-peer relatability. Finally, the campaign benefitted from contextual targeting via the sponsorship of cookery show content on RadioTimes.com’s listings section.

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