Ben’s Original has introduced a new global brand platform aimed at inspiring consumers to “embrace their originality.”

The platform, named ‘Keep It Original,’ will spotlight the brand’s popular ready-to-heat rice products.

Developed by WPP Media, the fully integrated 360 campaign will launch first in the United States, followed by rollouts in Canada, the UK, mainland Europe, and Australia.

The campaign will run across TV, digital video, and social media platforms.

“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.

“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.”

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.”

“We are excited to bring the new creative platform to life through our strategic media partnerships, incorporating innovations across Social and using contextually relevant placements to deliver our evolved audience approach,” said Clare Redshaw-Farrow, Global Segment Lead, WPP Media.