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.