🧑‍🍳🧑🏿‍🍳🧑🏼‍🍳 Uncle Ben’s “Kitchen Wall” 🧑🏻‍🍳🧑🏽‍🍳🧑🏾‍🍳

📰 The Drum “US Creative Work of the Week” 📰

The Brief: Promote Ben’s Beginners, an initiative to get parents cooking with their kids to support healthier eating habits, with a big anthem spot that introduces the initiative on a global scale.

The Challenge: The client wanted one spot for every market, but each country has it’s own language and customs around food. How could we achieve global cultural resonance while running in international markets as diverse as the US, Canada, UK, France, Germany, Spain, Italy, Poland, Japan, South Korea, and more?

The Idea: From an early age, it’s clear that kids are naturally attracted to cooking, but parents need to realize their kids’ desire to cook and invite their children into the kitchen through ready-to-make meals like Uncle Ben’s.

Story Behind The Work

After the briefing, my partner and I were talking about our own childhood — cooking with Easy-Bake Ovens and playing with plastic toy kitchens.
Suddenly it dawned on us: We didn’t need to convince parents to get their kids cooking, kids are already cooking (or at least pretending to).

Utilizing BBDO’s global network, the account and strategy team emailed BBDO offices around the world to ensure the insight was universally true. Sure enough, kids across the world mimic their parents by playing with cooking toys in play-kitchens and pretending to cook. Before long, we had an emotional story that tapped into a deep human truth and, to the delight of Uncle Ben’s, it didn’t contain dialogue and could easily be transcreated to every market with simple endcard updates.

The Team

Agency: BBDO SF
Chief Creative Officer: Matt Miller
Creative Director, CW: Alex Stainton | Creative Director, AD: Jakub Szymanski
Senior Copywriter: Nate Totten | Senior Art Director: Alyssa Collis
VP/Executive Producer: Patti Bott
Production Company: Slim Pictures
Director: Karen Cunningham