BEN'S ORIGINAL RICE x BEN RICE — Josh Robertson

CLIENT: BEN’S ORIGINAL RICE (MARS, INC.)
MISSION: PROMOTE CHARITY PARTNERSHIP WITH YANKEES FIRST BASEMAN BEN RICE

Sooner or later, it was bound to happen: A public figure would emerge with the name Ben Rice, presenting a natural partnership opportunity with Ben’s Original Rice. This social-media campaign had to balance the obvious humor of the partnership with a sincere appeal to consumers to support No Child Hungry, a charity chosen by Ben Rice. I wrote a script for a video depicting life as Ben Rice, and then composed social posts a n press information relating to the spot and charity effort.
PLATFORM: Facebook, Instagram. AGENCY: Ketchum.

Introducing the Partnership

The video posted to Instagram and other platforms introduces the partnership ahead of the start of baseball season.

Let's Make a Difference

Two days later, a follow-up post ties the partnership to the No Kid Hungry charity.

Getting the Word Out

A press release makes the details of the partnership and charity effort clear while playing with baseball language.

CLIENT: BEN’S ORIGINAL RICE (MARS, INC.)MISSION: PROMOTE CHARITY PARTNERSHIP WITH YANKEES FIRST BASEMAN BEN RICE

CLIENT: BEN’S ORIGINAL RICE (MARS, INC.)
MISSION: PROMOTE CHARITY PARTNERSHIP WITH YANKEES FIRST BASEMAN BEN RICE