Brand Marketing

Uncle Ben’s Rice and Grains Food Truck Challenge

FHR partners with nine popular food trucks across Canada to create original recipes with Uncle Ben’s Rice and Grains.

When Uncle Ben’s was ready to launch their newest product to Canadians, Uncle Ben’s Rice and Grains, they knew the best way to get people hooked would be if they tried it. We worked with them to develop and execute a plan to help Canadians take a bite.


Side dishes don’t always get the respect they deserve. Our challenge was clear - how do we get people to try a product they normally don’t think about. Uncle Ben’s needed their product to be visible. While most food product testing happens in grocery stores, sample stations are easy to ignore - after all, most people are busy and in a rush. For Uncle Ben’s to make an impact, we decided to place the Rice and Grains story in an environment where it couldn’t be ignored - food trucks.

Insights & Strategy

Our research and insights showed that creating a challenge could help to drive the type of brand awareness Uncle Ben’s required. Building off the popularity of culinary cook-offs, we decided to host events across Canada to bring the brand to customers in a creative and exciting way.

What we did

We partnered with nine of Canada’s best food trucks – three, each in the key markets of Toronto, Vancouver and Montreal. Our mobile chefs were challenged to create an original recipe using Uncle Ben’s Rice and Grains. Each city had a food truck cook-off where visitors could sample dishes, vote for their favourite, and receive recipes and coupons related to the product. Supported by a social media campaign, Canadians were encouraged to participate and share the experience. The winning dish from each city was then added to the menu of an Uncle Ben’s branded food truck that travelled across the country to Canada’s best summer events for additional consumer engagement and awareness beyond the target cities.


The combination of social, challenge and experiential was the perfect recipe for success. Our results were just what Uncle Ben’s ordered, with more than 30 million earned impressions from social, traditional and influencer coverage, and more than 64,000 product samples distributed across the country.

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