CASE STUDY: Uncle Ben's turns up the heat in Nuts

Provided by Time Inc. UK
Different audiences, different brand messages! IPC offers discrete, targeted audiences to Masterfoods and Uncle Ben's.
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What was the Challenge / Background of the Campaign?

To amplify the Mexican theme of Uncle Ben's product whilst engaging with the young, single male audience, a campaign was designed combining "hot" women with Mexican moustaches. To maximise interaction with the brand, the campaign was backed by an Uncle Ben's/Nuts micro-site and a competition. Lightspeed Research were commissioned to contact Nuts readers and conduct an email survey both prior to and immediately after the campaign. This produced results showing that the promotion made a distinct impact, see the attachment for further details. Find out more...

What was the Campaign Objective?

Masterfoods wanted to increase appeal and penetration of their Uncle Ben's Mexican Chilli sauces range.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsYoung, single males
16 - 24
25 - 34
Male
ABC1
C2
DE
MAGS / CONSUMER
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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