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No-one is too young to be a chef at Ben’s Beginners Promotional cooking – Ben’s Beginners

USP took charge of the complete project management for mall promotions during the Uncle Ben’s road show on behalf of Mars Switzerland, making the Ben’s Beginners promotional campaign an unforgettable experience for the whole family.

Families should cook together

Uncle Ben’s has addressed the important societal issue of healthy eating for many years by leveraging the topic within a global concept that actively involves families and their children: Ben’s Beginners focuses on the pleasure that children find in cooking as a family. The promotional concept includes an elaborate kid’s kitchen that is assembled in a retail outlet to allow the little chefs to prepare their favourite rice dish with fresh ingredients straight from the market.

Professional project management

USP set off on its Uncle Ben’s Swiss road show, touring a number of Coop branches to encourage and stimulate kids and their parents to put on a chef’s hat. Meta Hildebrand, the extravagant star of the Swiss cookery scene, even supported the promotional tour in 2016. She visited three Coop branches to give the kids tricks and tips on how to prepare her recipes.

USP was in charge of the project management, including planning and organisation of live marketing, from 2015 to 2019. USP planned the complete tour and coordinated all the details with Coop, organised the logistics and ensured branded assembly and dismantling of the kitchen set-up, procured all promotional and consumable materials, recruited the child-friendly and likeable promotion team, took care of operational planning and organised comprehensive product and behavioural training before the events. In a nutshell, USP was responsible for all the ingredients to bring a memorable brand experience to a successful conclusion. Ready, steady, cook!


Easy introduction to healthy cooking for young & old – with Uncle Ben’s. Appealingly branded activation with clear inclusion of families as the designated target group.


Nationwide cookery road show to encourage kids to try their hand at preparing meals under experienced supervision as a playful introduction to healthy eating – also for parents, of course. As simple as that, thanks to Uncle Ben’s.


Over 10,000 beaming kids – and just as many dishes by the budding chefs.

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