Agencies pitch to push Uncle Ben’s French campaign

Paris: Mars Inc subsidiary Masterfoods has invited five agencies to pitch for a PR account to promote its Uncle Ben’s rice brand in France.

Uncle Ben’s product manager Cecile Coutens and assistant product manager Touche Elodie are co-ordinating the tender process with an agency hire expected by mid-September, according to brand manager (sauces) Guillaume Joucla.

Last year Masterfoods used Paris-based agency C-Super to promote Uncle Ben’s rice in France. Joucla confirmed that C-Super was invited to pitch for the fresh campaign.

Masterfoods organised a mock wedding, using actors and actresses to promote the new range of Uncle Ben’s products launched in France two months ago, said Joucla.

That event also kicked off a broader PR offensive aiming to boost rice consumption in France and sales of the Uncle Ben’s brand.

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