Rebrand is putting it lightly, it was a historic change for Uncle Ben's. First education and a needed conversation, then inspiration. THE RICE wasn't changing, but just about everything else was. We buckled up and retained current shoppers and began new relationships with those trying to do best for their families on a daily basis. Working with The&Partnership, we infused the new purpose into the Shopper side of things, broadening the reach to households across the nation. Below are what I coined "Want-To" Videos (so much more than "how-to") along with a recipe shoot, Walmart Brand page and a snapshot of the campaign's evolution at multi retailers. This work earned us another Effie win in 2023!
Role: Creative Director
Creative Team: James Zachman, Jessica Ashburn, Chris McKenna
