Uncle Ben’s: All Roads
ROLES: ART DIRECTION, CREATIVE CONCEPTING.
CHANNELS: GLOBAL CAMPAIGN, OUTDOOR, PRINT.
Celebrating global flavor through playful storytelling.
To spotlight Uncle Ben’s range of internationally inspired flavors, we created All Roads Lead to a Healthy Dinner — a campaign that turns dinnertime into a joyous journey around the world.
Drawing from the iconic animation style of Gabe Askew, we crafted a richly textured world using the organic look and feel of a cardboard box — the kind you might find in a family kitchen. This gave the visuals a tactile, handcrafted charm that connected with parents and kids alike.
Each scene unfolds like a diorama come to life: roads twisting through miniature cities, spices dancing across the table, and meals appearing like magic. The playful animation style invited families to explore healthy mealtime options while subtly showcasing the cultural roots of each flavor.
From vibrant visuals to a warm, inclusive tone, this campaign celebrated diversity, discovery, and the simple joy of sharing a healthy meal together.
Display banners and social media posts
Campaign Guidelines and Toolkit
Uncle ben’s:
The search for fast food
By beginning with Ben you get to healthier meals – this is the strategy behind Uncle Ben’s. But we all know how tempting it is to order junk food when we are feeling tired or busy. And yet, junk food isn’t actually that much quicker, the appoximate delivery time averages out to be 40 mins. This is something we wanted to target at the time and place of the hunger, when you search for a delivery restaurant on Google.
The hungry consumer’s online journey:
1:
Whenever someone does a search for something like ‘delivery restaurants near me’, or ‘takeaway restaurant’…
2:
…the first item on the search results page will be a cleverly disguised and appetizing ad driving to the campaign site.
3:
Once on the site you start to see a glimpse of the messaging and we use a commonly used form to gather your address information.
4:
On the homepage of the site you will be struck by a very recognisable image, a picture of your house! By using Google Street View we will be able to cusomise each homepage to each user.
We will also feature recipes that can be made with Uncle Ben’s rice in less time than it takes to wait for your takeaways proving our point that healthier (and tastier) meals start with Uncle Ben’s.
5:
To further illustrate our campaign message we will play a heartwarming video of a takeaway order versus a home cooked meal. Clearly, a home cooked meal is much more appealing.