Capabilities_

&Creative

Mars: Ben’s Original

Project_Objective

In 2022, following the rebranding of Uncle Ben's to Ben's Original, Mars Food tasked us with infusing the brand with purpose, positive sentiment, and increased desire across global audiences. The objectives encompassed increased penetration, improved brand perception, heightened awareness of the brand's purpose, and meaningful societal impact.

Our strategy prioritised consumer insights derived from extensive research across various methodologies. The key finding revealed a universal desire for individuality, rejecting definition based on appearance. This insight shaped the "We're All Original Recipes" campaign, a global initiative with local relevance.

The campaign celebrated diverse culinary traditions by featuring over 100 real households worldwide. Authentic representation was paramount, ensuring resonance with various communities. While maintaining a consistent theme of inclusivity, the campaign's execution was tailored to reflect regional cultural nuances, adapting ingredients and storytelling approaches.

A comprehensive 360° campaign leveraged TV, digital, social, web, influencer marketing, and PR, ensuring a safe and successful launch of the rebranded, purpose-driven Ben's Original. The campaign resulted in a 20% increase in global household penetration (25% in France and 42% in Germany), a 10% growth in market share, and a 27% boost in brand affinity.

Ben's Original packet on a kitchen counter

Tortilla rice dish, on an orange table cloth and wooden table

Challenge_

Amid the tumult of 2020's social movements, Uncle Ben’s faced a pivotal decision: to adapt or be left behind. Recognising the need for inclusivity, the brand underwent a transformation into Ben’s Original. This shift was more than just a change in name; it represented a commitment to embracing diversity and offering a platform for everyone, regardless of background, to share their stories.

Watch the case study film [02:04]

idea_

Mars Food tasked us with infusing the rebranded Ben's Original with emotional meaning and driving positive sentiment globally in 2022. The objectives were to increase penetration, improve brand perception, raise awareness of the brand's purpose, and create meaningful societal impact.

Our strategy prioritised consumer insights gleaned from extensive research, including focus groups, statistical modelling, interviews, and social listening. The key insight was the universal desire for individuality, not to be defined by appearances.

This led to the "We're All Original Recipes" campaign, celebrating individual culinary traditions globally. Featuring over 100 real households, the campaign showcased diverse cultures and cuisines. A balanced approach ensured global messaging resonated locally, tailoring ingredients and storytelling to specific regions.

The 360 campaign spanned TV, digital, social, web, influencer marketing, and PR, effectively launching the purposeful new brand and achieving a safe and successful rollout.

Chicken fried rice on a table with text saying "Every day is an easy chicken fried rice kinda day"

results_

The targeted, data-driven campaign achieved impressive results. Prompted brand awareness increased by 15%, and market share grew by 5%, positioning Strike as the second largest estate agent by listings in the UK.

Total listings saw a 167% uplift, with a remarkable 600% increase in listings within the targeted "In" London districts compared to areas outside the donut. This success culminated in Strike's acquisition of Purplebricks, with the Strike proposition now operating under the Purplebricks brand.