Mars Foods has announced the launch of its first ever Ben’s Original international marketing campaign.
The food producer will be rolling out its “Everyone’s Original” campaign starting with its “We’re all original recipes” commercial series in the US before a wider broadcast across Australia, UK, Germany, Canada and France in the following months.
The format will be in a selection of television ads, digital and social media platforms and video-on-demand services.
According to the brand, the commercials will feature six families eating a meal together centred around Uncle Ben’s Jasmine Rice.
“The inspiration for the new campaign came from the simplest of places – our brand name”, Mars Food global chief marketing officer and research and development officer Rafael Narvaez said.
“Original [speaks to] our vision of inclusivity that celebrates individuality.
“We are not defined by our age, gender, sexuality or race – what defines us are the personality traits and quirks that make us all unique.”
The news follows the company’s move to remove black polyethylene (PE) liner from its Maltesers boxes.
The initiative will eliminate 82 tonnes of plastic a year and result in the whole box being fully-recyclable.
It will also allow 930 tonnes of cardboard used to produce Maltesers boxes per year to be eligible for kerbside recycling at UK homes, as the plastic film which covers the box is not currently widely recyclable.