Overview

Ben’s Original joins award-winning chef Marcus Samuelsson who shares his perspective of the Black experience and food, while cooking a delicious meal! Watch now to hear more about his story as a world-renowned chef and how he overcame obstacles in his career. Get the scoop on the importance of diversity in the food industry and being an advocate for others. Learn more about what Ben’s is doing to support our community of chefs.

_________________________________

Role Group Creative Director

_________________________________

Project My Original Recipe

_________________________________

Client Ben’s Original USA

_________________________________

Agency Uniworld Group (UWG)

_________________________________

Objective To create an omni-channel platform where Ben’s Original could champion personal and professional narratives from community chefs demonstrating paths to purpose and possibility. This campaign launched Ben’s Original global rebrand as a vehicle for community chefs to share their stories of achievement and discovering passions, the importance of a diverse food culture and industry, their connection to the purpose work of the brand (SATT Fund, Greenville), the rice recipes that always feel like home, and legacies that are built to last in the kitchen. The campaign anchored the global initiative “We are all original recipes.”