JARED JOHNSEN
ACD / WRITER
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Uncle Ben's "Ben's Beginners"

Uncle Ben's wanted to get a new generation of parents to start thinking of their rice as the first step to a healthy meal. Enter Ben's Beginners. A cooking contest for kids aimed at helping children learn the valuable life lesson of cooking from their moms and dads. So to kick it off, we got 100 kids and 100 parents to join celebrity chef Marcus Samuelsson at the NYC Public Library where we set a new World Record—the most families cooking together at once.

The event was internationally themed, using recipes that showcased the variety of rice dishes known around the world. Upon entering, each child was given an Uncle Ben’s Recipe Passport and got a stamp from the country whose recipe they cooked that day. The event even received tons of local TV news coverage.


Uncle Ben's "Ben's Beginners"

Cooking Activation at the New York City Public Library

Uncle Ben's wanted to get a new generation of parents to start thinking of their rice as the first step to a healthy meal. Enter Ben's Beginners. A cooking contest for kids aimed at helping children learn the valuable life lesson of cooking from their moms and dads. So to kick it off, we got 100 kids and 100 parents to join celebrity chef Marcus Samuelsson at the NYC Public Library where we set a new World Record—the most families cooking together at once.

The event was internationally themed, using recipes that showcased the variety of rice dishes known around the world. Upon entering, each child was given an Uncle Ben’s Recipe Passport and got a stamp from the country whose recipe they cooked that day. The event even received tons of local TV news coverage.