Ben’s Original™, the globally recognized rice brand from Mars, has unveiled a vibrant new global platform, Keep It Original, with the aim of celebrating authenticity, simplicity, and the joy of shared mealtimes. Created in collaboration with T&P and directed by Olivier Richomme, this new campaign reminds consumers why Ben’s Original has remained a trusted name in kitchens for generations.
At the heart of the platform is the brand’s most beloved staple—its ready-to-heat rice. The first campaign under Keep It Original is a full 360 activation, kicking off in the United States and extending to digital platforms, television, and social media, all under the strategic direction of WPP Media.
The TV spot uses fluid camera tracking to reflect life’s constant motion, capturing everyday moments where meals bring people together. The dining table becomes a metaphor for connection, tradition, and joy—where even the busiest lives pause to share a meal. The campaign’s authenticity is further reinforced by featuring real families and individuals rather than actors, grounding the narrative in lived experience.
“In today’s fast-paced world, consumers are looking for brands they can trust—ones that deliver consistent quality and make mealtimes easier,” said Matt Graham, Global CMO at Mars Food & Nutrition. “Keep It Original embodies the spirit of Ben’s Original: reliable, flavorful, and unifying. We’re proud to launch a platform that speaks to our heritage while staying attuned to today’s lifestyles.”
Research supports the insight: nearly half of Americans now spend fewer than 15 minutes preparing dinner. Ben’s Original is positioning itself as the ideal solution for those who crave convenience without compromising on taste or wholesomeness.
The creative approach was designed to be both nostalgic and modern. “Creating the Keep It Original platform has been a joyful experience,” said Kareem Shuhaibar, Global Creative Director at T&P. “We wanted to honor the brand’s legacy while injecting new energy, celebrating the small, genuine moments that make mealtimes meaningful.”
Alongside the campaign, Ben’s Original is introducing a refreshed brand identity developed by global branding agency JKR. The updated design aims to bring greater consistency and visibility to the brand while emphasizing its core values: good food, real ingredients, and community.
“Through our media partnerships, we’re excited to amplify this campaign with contextually rich and innovative placements across social and digital platforms,” added Clare Redshaw-Farrow, Global Segment Lead at WPP Media.
In an age where mealtime is too often rushed or overlooked, Ben’s Original’s Keep It Original offers a gentle reminder: good food has the power to slow us down, gather us together, and keep life deliciously real.
