Ben’s Original has unveiled a global brand platform that encourages consumers to “embrace their originality”.

The creative platform, titled ‘Keep It Original’, will promote the brand’s household staple, ready-to-heat rice.

WPP Media crafted the 360 campaign, which will first launch in the US before rolling out to Canada, the UK, mainland Europe and Australia.

“We are incredibly proud to launch ‘Keep It Original’ with a campaign that truly embodies the spirit of Ben’s Original as a brand that brings people together over shared mealtimes,” said Matt Graham, global CMO, Mars Food & Nutrition.

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“This platform celebrates the brand’s heritage, while addressing the needs of today’s busy consumers who are looking for tasty, accessible, and healthy meal solutions from brands they trust.”

As part of the marketing drive, the brand has unveiled a short film that centres on the dinner table. It showcases real people enjoying Ben’s Original products, empathising the firm’s convenience and quality.

It will run across TV, online video and social media content.

Kareem Shuhaibar, global creative director at T&P, added: “Creating the ‘Keep It Original’ brand platform has been an exciting journey. We’re proud to have developed a campaign that delivers on the Ben’s Original legacy, highlighting the brand’s ability to bring simple moments of happiness to all, no matter who they are or what they’re doing.”