Advertising that always sticks
The Thaler Agency Business + Design has stripped down Uncle Ben's communication message to its essentials and, following its trade show appearance, has now also won the account for a brand awareness campaign.
Sell globally, communicate locally. - This is how the marketing concept for Uncle Ben's rice could be formulated. Two years ago, Mars Switzerland entrusted the marketing and advertising agency Business + Design in Laupersdorf, Solothurn, with the budget for an Uncle Ben's trade fair appearance. The full-service agency with 10 employees was awarded the contract following an agency evaluation. Since then, Business + Design has ensured an image-appropriate presence at trade fairs such as IGEHO in Basel and ZAGG in Lucerne. The successful collaboration is now being continued with a print image campaign. The aim is to remind people of Uncle Ben's as the rice specialist and guarantor of quality and variety, despite its high profile. With its reduction to the essentials, this communication campaign can be applied to all varieties of rice and can be called up immediately if required. The result is a strongly branded campaign with great potential and a strong product positioning. pan
