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.

Comments

Top Podcasts

The Best New Comedy Podcast Right Now – June 2024 The Best News Podcast Right Now – June 2024 The Best New Business Podcast Right Now – June 2024 The Best New Sports Podcast Right Now – June 2024 The Best New True Crime Podcast Right Now – June 2024 The Best New Joe Rogan Experience Podcast Right Now – June 20 The Best New Dan Bongino Show Podcast Right Now – June 20 The Best New Mark Levin Podcast – June 2024

In Channel

Ep#6 Planning for Effective Outcomes: The downfall of media measurement in comms with Karen Nelson-Field

2022-12-1348:45

Ep#5 Planning for Effective Outcomes: The Creative Relationship, with Greg Hahn and James Hurman

2022-12-0734:15

Ep#3 Planning for Effective Outcomes: Metrics & Measurement with Harry Davies

2022-11-0838:38

Ep#2 Planning for Effective Outcomes: "Performance vs. Brand" with Tom Roach & Claire Strickett

2022-11-0159:24

How Johnnie Walker's "Keep Walking" has been reinvented

2022-10-1840:09

Introduction to our “Planning for Effective Outcomes" series

2022-10-1141:57

How Shake Shack's strategy elevated "quality" beyond the obvious

2023-01-1435:50

Why Edelman thinks "Trust" should be the ultimate metric

2023-01-0835:54

Dan Wieden dies at 77

2022-10-0328:42

Classics Episode: 1960's VW "Think Small" campaign from DDB

2022-09-2840:03

Liquid Death: the water brand that thinks like a beer

2022-09-2043:12

James Hurman on start-ups/VCs and their dangerous skepticism of brand

2022-09-1452:24

Classics Episode: 2000's Citibank "Live Richly"

2022-08-2351:03

Classics Episode: 1962's AVIS "We Try Harder"

2022-08-1736:34

7-Eleven on rebuilding when the idea of convenience has changed

2022-08-1029:25

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

2022-08-0335:46

How to turn a brand perceived as cheap into one considered awesome

2022-07-2737:23

Ludacris reframes JiF peanut butter for the non-mom target with "That Jifing Good.”

2022-07-2234:08

The New York Times' Truth Campaign with Droga5, New York

2022-07-1232:40

Standard Life's award-winning End of Career Counselor campaign from Publicis, Dublin

2022-07-0642:26

00:00

1.0x

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

#box-pro-ellipsis-173225808218253{-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”