Uncle Ben’s Rice

The company pumped £350,000 into advertising over the Chinese New Year and in March it launched the Wraps Meal Kits, a brand extension to the traditional Wrap offering in Mexican, Chinese an Indian variants.

It also launched two Express rice flavours, Spicy Mexican and Wholegrain and Mediterranean and a microwavable Risotto range. July 2007 saw the launch of Uncle Ben’s new Boil in the Bag integrated marketing campaign targeting London buyers of own label and competitor rice.

Advertising, developed by creative agency, Proximity, was positioned in London press and was supported by the national Boil in the Bag TV campaign. Further support for the Boil in the Bag London activity included sampling entitled ‘Big Ben’s Challenge’.

“Overall, the Uncle Ben’s brand has seen a growth of over 25% and we expect, with the level of support in place for the remainder of 2007, to finish the year on a high,”
says customer marketing manager Suzanne McFarlin.

“Uncle Ben’s always develops in-store media packages in collaboration with each individual retailer. 2007 work includes exclusive competitions, dotcom, floor media, on-fixture branding and retailer publications to suit the needs of each retailer’s customers,” she says.

2007 £114.8m
2006 £90.5m
yoy change 26.9%