EPISODE · Aug 3, 2022 · 35 MIN
Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”
from On Strategy Showcase · host Fergus
The name change from Uncle Ben's Rice to Ben's Originals was a response to claims of racial stereotyping. The subsequent campaign is a masterclass in strategic thinking that grew household penetration 20%. Because doing what's right is also right for business.
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Uncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”
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