UNCLE BEN’S - BEN’S BEGINNERS: Look What we Made
Over the past few years, Uncle Ben’s as a brand has been reinforcing the fact that not only does cooking bring you closer, but that dinner time matters. We had made a number of TV spots in support of this strategy, but it was time for us to start engaging more with families; specifically, the little ones who wanted to participate in cooking with their parents but weren’t sure of the basics just yet. So, we built the Look What We Made Experience, where children could learn five core cooking skills and share more memories in the kitchen.
Begin with ben
Production Lead Overseeing Phase 1: UX, motion, design, content dev, tech dev, QA, site launch, as well as integration into Uncle Ben’s brand site.
Production Lead Overseeing Phase 2: localization of experience across five additional languages.
Look What We Made — Here.
RECIPE & COOKING SkillS: INTERACTIVE touchpoints
We designed a short tutorial for each of our five core cooking skills, and while the experience was rendering in the background, we recommended three steps for users to review. By the time the experience was ready, individuals were able to dive right in! What you see below is meant to showcase the full experience, from confirming the proper ingredients, all the way receiving your completion badge.
User Journey
It was necessary for us to outline a thorough user journey given the countless avenues that users could take within the experience. Below is an outline of the recipe flow, and if you are interested in the entire user journey, it can be viewed HERE.
LOOK WHAT WE MADE: SWEEPSTAKES
Upon completion of both the recipe and interactive activity, families were awarded a badge. From there, they were prompted to share a photo of their creation with #LookWhatWeMade. In the U.S., a contest for best photo incentivized families to share and cook through every recipe. Families could win $15,000 for themselves, and $35,000 for their school cafeteria.
