Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”

Update: 2022-08-03

Description

The name change from Uncle Ben's Rice to Ben's Originals was a response to claims of racial stereotyping. The subsequent campaign is a masterclass in strategic thinking that grew household penetration 20%. Because doing what's right is also right for business.

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Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”

#box-pro-ellipsis-173227334852049{-webkit-line-clamp:2;}Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”

Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”

Fergus

Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”