Dive Temporary:
- Ben’s Authentic is once more evolving its model id and introducing a brand new international model platform, “Preserve It Authentic,” based on a press launch.
- The primary marketing campaign beneath the platform focuses on the Mars-owned marketer’s ready-to-heat rice merchandise, positioning them as a technique to unite household and buddies on the dinner desk. The spots have been shot with actual individuals, not actors, and use a dynamic camera-tracking method meant to simulate life’s fixed movement.
- Along with the advertisements, Ben’s Authentic partnered with company JKR to replace its model id to be extra constant and distinctive. Ben’s Authentic was previously referred to as Uncle Ben’s earlier than rebranding in 2020 within the wake of nationwide discussions round race.
Dive Perception:
Ben’s Authentic is revamping its model 5 years after making a significant pivot and ditching its long-standing Uncle Ben’s identify and iconography over perceived racial stereotyping. “Preserve It Authentic” and the id contact up reply to a need for trusted manufacturers that function “cultural anchors” and supply comfort within the kitchen, the corporate stated.
“This platform celebrates the model’s heritage, whereas addressing the wants of at this time’s busy customers who’re on the lookout for tasty, accessible, and wholesome meal options from manufacturers they belief,” stated Matt Graham, international CMO at Mars Meals & Vitamin, in a press release.
Practically half (48%) of U.S. customers spend fewer than quarter-hour getting ready dinner day by day, per a Streetbees survey commissioned by Mars Meals & Vitamin. Extra persons are additionally cooking at dwelling and in search of worth within the grocery aisle amid rising recessionary fears. Some could return to purchasing recognizable, legacy packaged meals names in a possible downturn, a pattern that occurred throughout the pandemic.
The primary spots beneath the “Preserve It Authentic” banner present how Ben’s Authentic’s ready-to-heat rice brings individuals collectively, whether or not on the eating desk with children or on a summer season tenting journey with buddies. Motion is a visible motif of the marketing campaign as a fluid digital camera spins out of a microwave heating up Ben’s Authentic to trace people tucking right into a meal. “Preserve It Authentic” was designed to final for years and finally contact on different product choices, similar to prepared meals and sauces.
The inventive will run first within the U.S. on broadcast TV and on-line video platforms beginning this month earlier than rolling out to Canada in August and different markets by 2026. Company T&P, which is backed by ad-holding group WPP, developed the model platform whereas WPP Media dealt with the media plan. Ben’s Authentic labored with WPP Media on improvements centered on social channels and to deploy contextually related advert placements as a part of the company’s “advanced viewers strategy.” Ben’s Authentic mum or dad Mars not too long ago moved its $1.7 billion media account from WPP to rival Publicis.
Together with the advertisements, Ben’s Authentic teamed with JKR to switch its id, with the objective of making extra consistency and distinction. The extent of the adjustments weren’t instantly clear, however the model stated that, taken collectively, they’re meant to embody what Ben’s Authentic stands for: “good meals, actual substances, and a way of group.”
