Thanks to Uncle Ben’s, perfect rice takes just two minutes in the microwave. To dramatise the uniqueness of the product, we sent out a free sample in a box designed to look, and indeed, even open like a real microwave. Inside, along with the sample, was a leaflet and money-off coupon.
The pack was so successful it went on to become one of Masterfood’s biggest ever direct marketing campaigns. Weirdly, pouches of Uncle Ben’s Express Rice and the money-off coupons even ended up on eBay!