Uncle Ben’s has partnered with Jungle Creations’ food and drink brand, Twisted, for a six month campaign, starting April 2020. The campaign will showcase the ease, versatility and superior flavour of Uncle Ben’s ready to heat rice range and provide recipe inspiration to consumers.

With media habits evolving, a social first approach to the campaign was sought. Together with MediaCom, Jungle Creations was identified as the perfect media partner for Uncle Ben’s to bring to life their ambition; inspiring audiences with delicious, simple to prepare recipes.

The ‘Tear. Heat. Eat.’ campaign will see Twisted produce 16 recipe videos featuring products from Uncle Ben’s ready to heat range. Beginning this month, the campaign will inspire audiences with recipes during a peak time for home cooking as well as celebrating key moments throughout the year.

Twisted’s Uncle Ben’s recipes will also be translated into recipe cards with QR codes that will lead consumers to a dedicated Uncle Ben’s recipe hub on the Twisted website. These recipe cards will be delivered to customers who order from Twisted’s delivery only restaurant, Twisted London, along with samples of Uncle Ben’s ready to heat rice so they can try the recipe out for themselves at home.

Jordan Harvey, Strategic Business Director at Jungle Creations, commented: “Twisted’s mission is to make sure that the world has fun with food, so we’re thrilled to be partnering with Uncle Ben’s to encourage cooks – at any skill level – to transform their meals with Uncle Ben’s ready to heat rice range. More than ever before, consumers are looking to social media for cooking inspiration and we know this because we’ve seen an increase in views across Twisted’s channels over the last two weeks. This means our content is making a positive impact on people’s lives, which is amazing to see and especially helpful to our brand partners.”

Ian Nundy, UK Marketing Manager at Mars Foods commented: “At Uncle Ben’s we believe that cooking brings us closer to the food we eat and the people we share it with – more important than ever right now.  We are always looking for new and exciting ways to bring meal inspiration to our consumers and this campaign is a great way to inspire consumers. Our ready to heat rice pouches are famous for their fantastic flavour, and we are excited to be partnering with Twisted to bring fantastic meal ideas to millions of consumers throughout 2020.”

Jodie Miles, Content Lead at MediaCom, commented: “At MediaCom our clients come to us to help them solve their key business challenges and it’s important to connect the right solution to the brief. Jungle Creations is the perfect partner to help bring to life our shared ambition which is to inspire our audience with delicious recipes. Their creative and agile approach will also allow us to tailor the content with what is trending and the changing consumption habits we are facing now.”

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