Uncle Ben’s stays close in new work from Energy BBDO

(New Uncle Ben’s work from Energy BBDO is tasty)

As we’re all experiencing, finding ways to stay close and connected are more important now than ever, though it looks a lot different today.  Uncle Ben’s has long stood for the importance of bringing people together through food – the meaningful moments that come from cooking and the lasting impact of enjoying mealtimes together. 

The brand along with creative agency partner Energy BBDO has launched a new 1:45 minute global video called, “Special Guests,” brings its purpose to life by following a dad and daughter’s routine at home, navigating a new normal and showing how food and the emotional connections we make during dinner can bridge the physical distance all families are feeling. 

“At Uncle Ben’s we believe that cooking has the power to bring people together, and we believe in the importance of sharing a meal with family and friends. We also know that this is more meaningful than ever before, and we want to do what we can to help inspire families to connect over a delicious meal.” said Rafael Narvaez, Global Chief Marketing Officer for Mars Food. Watch below the video directed by Society’s Connor Martin:

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“This idea brings us back to the human truth that—no matter our circumstances—coming together over a meal as a family is still deeply important” shared Josh Gross and Pedro Pérez, Co-Chief Creative Officers of Energy BBDO.

The brand has also added more content to UncleBens.com, including fun, educational resources (think cooking as ‘homework’), and continues to make fast and easy recipes front and center to help parents turn cooking moments into creative teaching moments for kids. 

Though not part of the new film, Uncle Ben’s and Mars Food have been working to support relief efforts during this time and are providing 2.2 million meals (nearly $1 million in-kind donation of 308,000 lbs. of rice) to long-standing partner Feeding America.  

The film launched on social platforms in the U.S. with other markets including the UK to follow.


CLIENT: Uncle Ben’s


  • Chief Creative Officers: Josh Gross & Pedro Pérez
  • Chairman: Tonise Paul
  • President & CEO: Jeff Adkins
  • Executive Creative Director: Kenny Blumenschein
  • Creative Directors: Gloria Dusenberry & Manuel Torres
  • Head of Integrated Production: John Pratt
  • Executive Producer: Jeff Davis
  • Executive Director of Music: Daniel Kuypers
  • Music Producer: Nick Maker
  • Client Service Director: Lianne Sinclair
  • Global Sr. Account Director: Jamie DeFer Global Strategy Lead: Elke Anderle


  • Director: Connor Martin
  • Executive Producer: Harry Calbom

EDIT/AUDIO: Flare Chicago

  • Editor: Casey Cobler
  • Executive Producer: Jenny McDonald
  • Senior Audio Engineer: Steven Aguilar

COLOR: Nice Shoes

  • Colorist: Ron Sudul
  • Producer: Serena Bove

MEDIA: Mediacom


Next Song: Light Up

Artist: Prateek Kuhad

SOURCE: Uncle Ben’s