Uncle Ben’s is sponsoring Jamie Oliver’s new Channel 4 cookery programme, ‘Jamie’s 15-Minute Meals’ which aims to inspire those with busy lives to cook fast food.
The sponsorship forms an integral part of Uncle Ben’s £12m media campaign for 2012.
With 40 half an hour episodes set to be broadcast from this autumn, the series will cover 80 of Jamie’s recipes, a number of which will contain Uncle Ben’s rice products.
Viewers will see Jamie creating recipes with three products from the Uncle Ben’s Rice range.
These include Uncle Ben’s Express Wholegrain; Express Long Grain & Wild Rice and Basmati Loose Rice.
Christina Hardiman, Customer Marketing Manager for Uncle Ben’s, said:
“According to Mintel, a quarter of consumers are eating more rice than they did a year ago, and, with the bite of the recession, cooking at home has seen a renaissance, particularly part-cooking using pre-prepared ingredients.
“What’s so exciting about our sponsorship of Jamie’s 15-Minute Meals is that it helps us show consumers that rice can be an integral part of nutritious, inspirational meals, especially ready-to-heat rice with a super-quick cooking time.
“Our media campaign for 2012 builds on the power of a grain of rice and the inspiring meals that rice can create. Celebrity chefs can significantly influence sales and accelerate category growth.”
As part of the new media campaign, Uncle Ben’s will be providing retailers with promotional and activation support for in-store activity.