Uncle Ben's "Teach" (2015) :30 (Canada)

Cute animated spot for Uncle Ben's with a godo message, too. Kids learn from us how to eat and how to cook. This is a fact I know from experience. So I applaud Uncle Ben's for continuing its Ben's Beginner's campaign, designed to get their kids in the kitchen and start a lifelong habit (and maybe even love) of cooking. The initiative starts at Uncle Ben's microsite GetKidsCooking.ca, with the help of Logan Guleff, winner of Master Chef Jr.'s second season. In addition to cooking tips, Guleff wants user generated content, i.e. pics of dishes you prepared using specific ingredients. You might even win one of three grand prizes: $10,000.

And that might be what it takes to get kids off their butts and into the kitchen. According to a survey reported in Marketing Mag, Uncle Ben's parent company Mars, found that 77% of Canadian families eat home-cooked meals, only 12% are letting their kids help prepare the meals.

Client: Mars Canada/Uncle Ben's
Agency: BBDO Toronto