Uncle Ben’s partners with Twisted for ‘Tear. Heat. Eat.’ social media campaign

Josh Peachey's picture
by Josh Peachey

Uncle Ben’s has partnered with Jungle Creations’ food and drink brand, Twisted, for a six-month campaign promoting the brand's ready to heat rice range with recipe inspirations.

Together with MediaCom, Jungle Creations was chosen as the media partner by Uncle Ben’s to help them to inspire audiences with simple to prepare recipes.

The ‘Tear. Heat. Eat.’ campaign will see Twisted produce 16 recipe videos featuring products from Uncle Ben’s ready to heat range. 

Jordan Harvey, Strategic Business Director at Jungle Creations, commented: “Twisted’s mission is to make sure that the world has fun with food, so we’re thrilled to be partnering with Uncle Ben’s to encourage cooks - at any skill level - to transform their meals with Uncle Ben’s ready to heat rice range. 

"More than ever before, consumers are looking to social media for cooking inspiration and we know this because we’ve seen an increase in views across Twisted’s channels over the last two weeks."

Beginning this month, the campaign will inspire audiences with recipes during a peak time for home cooking as well as celebrating key moments throughout the year.

Twisted’s Uncle Ben’s recipes will also be translated into recipe cards with QR codes that will lead consumers to a dedicated Uncle Ben’s recipe hub on the Twisted website. 

These recipe cards will be delivered to customers who order from Twisted’s delivery-only restaurant, Twisted London, along with samples of Uncle Ben’s ready to heat rice so they can try the recipe out for themselves at home.

Ian Nundy, UK Marketing Manager at Mars Foods commented: “At Uncle Ben’s we believe that cooking brings us closer to the food we eat and the people we share it with – more important than ever right now."