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Ben’s Original is prioritizing diversity and inclusion for its first campaign since rebranding.

Aug 17 2021

Ben’s Original is prioritizing diversity and inclusion for its first campaign since rebranding. YPulse’s Representation in Action trend research shows that 80% of BIPOC consumers believe older brands and services can adapt to become better at representation, and Ben’s Original’s first campaign is aimed at showing consumers how it’s changing for the better. The “Everyone’s Original” campaign is aimed at uplifting diverse families while highlighting “the heritage and quality of [Ben’s Original] rice” with commercials that speak to how families interact with the brand. Each commercial features unscripted cooking moments from a diverse mix of real families and friends, including a Black nuclear family, a pair of friends, three roommates, a single-parent family, a multi-generational Pakistani family, and a family that uses sign language. Ben’s Original has also amplified its community outreach efforts since rebranding through its “Seat at the Table” scholarship fund aimed at supporting Black culinary students, and Mars is set to begin funding apprenticeships in the U.K. later this year, along with donating product to Feeding America and CARE. Mars Food plans to expand the campaign to Australia, the U.K., Germany, Canada, and France after its U.S. debut. (AdAge)