Home > Encyclopedia of Major Marketing Campaigns > Uncle Ben's Inc.

• UNCLE BEN Campaign
• Center of Attention
• Further Reading

5721 Harvey Wilson Dr.
Houston
Texas
77251-1752
USA
tel: (800)432-2331
website: http://www.unclebens.com

UNCLE BEN Campaign

Overview

Uncle Ben's Inc., now a division of Mars Inc., began its corporate life in 1946 as Converted Rice, Inc., selling rice to the Canadian market. It subsequently expanded its operations across North America and around the world. With innovations such as nonstick, boil-in-the-bag, and fast-cooking rice, Uncle Ben's remained one of the leading brands in the market.

Since its introduction, the Uncle Ben's logo has featured a balding, white-haired African American man wearing a bow tie. The...