Here's an example of a problem I solved while at Miami Ad School for Uncle Ben's Ready Rice. Co-planner: Kathrin Hasenboehler Copywriter: Rosswell Saunders Art Director: Veon Watson

2. Uncle Ben had a targeting problem.
We had a solution.

3. Officially, Uncle Ben’s target was
women age 25-59.
So we asked them about their cooking habits.

4. They cook big meals for their families
...and they don’t mind exerting a little extra time
effort for higher quality.

5. Uncle Ben’s Ready Rice is cooked in
90 seconds.
And it’s sold in personal-size
packages.

6. It seemed we had the wrong target.

7. At the supermarket, we found these guys.
Young, male professionals in a hurry, who
were tossing the product in their cart
alongside frozen meals and mac & cheese.

8. So we got to know them a little.
They have active
They work late.
social lives.
They simply don’t have the time or energy
to cook.

9. But then we uncovered a little secret.
They’re tired of frozen meals and mac &
cheese. They want to cook.

13. !
They feel like cooking is for grown-ups,
and they want to be a grown-up.

14. However, they’re only willing to put in
minimal effort.

16. Our message:
Ready Rice can make your meal feel like a
real meal, without the effort.

17. In other words...
It’s Instant Mealification.

18. Meet Ben Jr.
He is to Uncle Ben what Ready Rice is to the
overall brand - the younger, quicker version.

19. The TV spot introduces Ben Jr. to the viewer

20. Ben Jr. also hangs out at the grocery store, hoping to
be taken home with you.
Copy reads:
Last chance for a roommate with
something to offer. All I ask is for a
cabinet to call my own.

21. Text
Copy reads:
Sick of the same old microwaved junk? Me too.
Sounds like we have a lot in common. We should be
roommates. I can’t pay rent, but I can teach you the
secret art of Instant Mealification.

22. Text
Copy reads:
Wow are you really planning to eat that?
You know, I can help you turn that instant junk into a real
meal. Take em and a pack of Uncle Ben’s Ready Rice
home and I’ll teach you the secret art of Instant
Mealification.

23. Fans can connect with Ben Jr. on Facebook.
Here, Ben Jr. shares insider tips on how to “mealify”
the food they’ve got lying around with Ready Rice.

24. The mobile phone application engages with users to
teach them how to mealify.

25. First, users input whatever
ingredients they have.
Then, they hit mealify.
Finally, the application will
present a tasty meal using
Uncle Ben’s Rice.

26. We solved Uncle Ben’s targeting problem by
identifying a more appropriate target
finding out what they really wanted
helping them out
...and making them laugh