The campaign launched with a 45-second video clip on YouTube called ‘Special Guests’.
Uncle Ben's has launched a 45-second video clip on YouTube called ‘Special Guests’ that reminds people of the power food has to help everyone connect, even when those connections are over a tablet rather than the table.
The film follows a dad and daughter at home navigating their ‘new normal’ and shows them cooking and sharing a meal via technology.
The moment of connection food creates in a busy day helps bridge the physical distance that families and friends are feeling.
Created by creative agency partner Energy BBDO, Special Guests was launched on social platforms in Australia on April 15 as part of its global launch in the US and UK.
It features a real-life father-daughter duo and was made safely, following social distancing protocols.
“This idea brings us back to the human truth that - no matter our circumstances - coming together over a meal as a family is still deeply important,” says Josh Gross and Pedro Pérez, co-chief creative officers of Energy BBDO.
From April 20, new recipe content will be added to the Uncle Ben’s website and Pinterest to help make connecting over a meal fast, easy and full of flavour.
“At Uncle Ben’s we believe cooking has the power to bring people together and connection is more important than ever,” says Bronwyn Powell, marketing director, Mars Food Australia, the makers of Uncle Ben’s.
“We want to inspire families and friends to do what they know, to cook and share a meal, whether it’s an old favourite or one of our new recipes and enjoy that experience at home or virtually.”