The Uncle Bens Campaign Gets People to Explore the World Through Taste
Meghan Young — February 26, 2013 — Marketing
References: amvbbdo & ibelieveinadv
As much as the sights and sounds of a foreign land are exciting, more often than not is the the exotic tastes of local meals that will inspire nostalgia in people; the Uncle Bens campaign addresses that observation in three very delicious ways. With its Medium Curry Rice, Mexican Chilli Rice and Sweet & Sour Rice flavors, the Uncle Bens campaign takes people on a journey around the world. This is accentuated through iconic landmark imagery, which happen to have been recreated using food.
The Uncle Bens campaign was conceived and executed by Abbott Mead Vickers BBDO, an ad agency based in London, United Kingdom. It was art directed by Dalatando Almeida with creative direction by Mike Hannett and copy by Mike Hughes. The images were shot by photographer Carl Warner.
The Uncle Bens campaign was conceived and executed by Abbott Mead Vickers BBDO, an ad agency based in London, United Kingdom. It was art directed by Dalatando Almeida with creative direction by Mike Hannett and copy by Mike Hughes. The images were shot by photographer Carl Warner.
Trend Themes
1. Food Tourism - Creating food products that allow people to explore the world through taste, like the Uncle Bens campaign, taps into the growing trend of food tourism.
2. Culinary Experiences - The use of iconic landmark imagery recreated with food in the Uncle Bens campaign showcases the trend of providing unique and immersive culinary experiences.
3. Creative Food Advertising - The Uncle Bens campaign's use of food to recreate iconic landmarks demonstrates the trend of innovative and creative food advertising.
Industry Implications
1. Food and Beverage - The Uncle Bens campaign highlights the potential for innovation and expansion within the food and beverage industry by offering new flavors and experiences.
2. Tourism and Travel - The concept of exploring the world through taste, as seen in the Uncle Bens campaign, presents disruptive innovation opportunities for the tourism and travel industry to enhance culinary tourism experiences.
3. Advertising and Marketing - The use of creative food advertising in the Uncle Bens campaign showcases the potential for disruptive innovation in the advertising and marketing industry to capture consumers' attention through unique and engaging campaigns.
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