Social campaign that created real habits
Uncle Bens: Ben’s Beginners
Challenge
One in three US children is overweight. Our childhood obesity rate is among the world's highest. Uncle Ben's believed teaching kids to cook is as important as teaching them to read and write — but how do you make cooking with your kids feel urgent, not optional?
Big Idea
We created Ben's Beginners: a national cooking contest where parents and kids prepare rice dishes together and share videos online. Partnered with chef Marcus Samuelson to set a world record at NYC Public Library: most kids cooking with their parents at once. Offered $140,000 in cafeteria makeovers to top participating schools.
Results
Over 1500 video submissions, 300,000 online votes
5x Facebook engagement vs. prior year
1 billion earned media impressions
Gold Effie
Case Study
Launch Spot
Spot: Chris