Uncle Ben's

Rice and Grains: Food Truck Challenge

Shining the Spotlight on the Ordinary

When Uncle Ben’s was ready to launch their newest product to Canadians, Uncle Ben’s Rice and Grains, they knew as long as people tried it they would be hooked. The challenge was getting people to try a product they normally don’t think about, so we decided to place the Rice and Grains story in an environment where it couldn’t be ignored – food trucks.

We partnered with 9 of Canada’s best food trucks – 3 each in Toronto, Vancouver and Montreal – and challenged them to create an original recipe using Uncle Ben’s Rice and Grains. Each city had a food truck cook-off where visitors sampled dishes, voted for their favourite, and were given recipes and coupons. The winning dish from each city was then added to the menu of an Uncle Ben’s branded food truck that travelled across the country to Canada’s best summer events.

The overall results were more than 30 million earned impressions from social, traditional and influencer coverage, with more than 64,000 product samples distributed.