Episode Details
Back to EpisodesUncle Ben’s masterclass in renaming and D&I strategy “We're all Original Recipes”
Season 7
Published 3 years, 9 months ago
Description
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.