Ben's Beginners
uncle ben’s student program
At Uncle Ben’s, we believe cooking with your kids teaches them important life skills like math, science, and even social studies. To prove cooking is just as important as learning to read and write, we canceled traditional homework in schools across America and replaced it with cooking-based lessons.
This project was a long time in the making allowing me to touch every part of its creation. My partner and I came up with the idea, oversaw casting, and lesson development. I also art directed the photo shoot, designed the print layout, and oversaw the website and lesson design.
The Case Study
We canceled homework for 5 weeks, with 765 students, using 5 different lessons and the results were incredible.
546MM earned impressions
1,578 media mentions
Retailers increased POS 4x vs prior year
100% of families grew closer
Film
We launch this campaign by creating a series of films where we asked kids about what they have learned in the kitchen and captured their authentic responses. These spots drove parents and teachers to participate in our Kitchen Lessons program.
While our spots were running, we also ran print that was specifically targeted towards the bonding aspect of cooking and learning with your kids.
Cooking Based Lessons
We also worked with educators to develop a cooking-based curriculum that teachers could send home with kids in place of homework. We partnered with 11 elementary schools across the country to set this program in action. Additionally, cooking lessons and recipes were available on the Ben’s Beginners website for parents to download at home. See them in action here.
Art Director // Katie Hopkins Copywriter // Jorie Haynes Creative Director’s // Mike Cornell & Latasha Ewell ECD // Matt Miller