Uncle Ben’s invests in Boil in Bag rice

Targeting ABC1 Londoners, a key market for the brand, busy commuters will see the tongue-in-cheek creative executions appear on outdoor media in the form of tube-car panels.

From shopping bags to Busby hats, the ads depict innovative ways to use your colander – now unwanted since no draining is required with Uncle Ben’s Boil in Bag rice.

Delivering the message that cooking rice has never been easier, a series of eye-catching press ads will also appear across commuter press and high circulation national press titles including the Times, Guardian, Metro, London Paper, London Lite and Evening Standard.

Uncle Ben’s Boil in the Bag rice is No.1 in the Boil in Bag sector and holds a 9.5% YTD value share of the total dry rice market.

Offering consumers pre-measured portion bags for quick and easy cooking, the range includes Long Grain, Wholegrain, Basmati and Long Grain & Wild variants to suit all tastes and cuisines.

Wendy Wing, Uncle Ben’s Customer Marketing Manager comments, “We discovered that when it comes to cooking rice, consumers run into difficulties. 20% of 24-34 year olds find rice difficult to cook from scratch because they always make too much. Others find getting the correct consistency a real challenge. Uncle Ben’s Boil in Bag offers a solution to both problems by providing consumers with pre-measured portions of rice to avoid waste and producing perfect results every time. What’s more, to avoid consumers having to handle a hot bag, Uncle Ben’s was the first brand to introduce ‘cold corners’.”

With weighty, dynamic advertising support behind the product which addresses consumers’ issues with cooking rice, helping them achieve perfect results every time, and with nearly 14 million pounds’ worth of sales in the last year (£13,781,511), Uncle Ben’s Boil in Bag is set to be first choice for retailers looking to drive sales.