1 in 4 parents have never cooked with their kids. To change this, we created a global cooking program for Uncle Ben's that could get families back into the kitchen. The Ben’s Beginners #LookWhatWeMade program was the the first interactive cooking platform for families that taught actionable, healthy habits through creativity. The global program was launched in the US, Canada, France, U.K., and Australia. The program culminated in International Cook With Your Kids Day - a day we created to celebrate and encourage families to cook together.
Achievements: I actually learned how to properly dice an onion from this. Effie Awards Finalist, Sustained Success, 2018.
Families were brought into the digital experience after selecting a recipe they wanted to learn how to cook. Each recipe had one of 5 interactive games that taught a specific cooking skill applicable to the recipe. The platform was fully responsive with touch interactivity.
Families first selected a recipe that they wanted to cook. In the interactive experience, they could check through the ingredients and learn nutritional information per item.
Even in the loading experience of the digital hub, families learned critical cooking skills.
Example Activity: Chopping
First, users were taught how to chop in straight consistent manner. Once this was mastered, they were taught how to dice an onion.
Once this was mastered, they were taught how to dice an onion.
We created 5 modular interactive activities (Chopping, Stirring, Pouring, Peeling, & Measuring) that actually taught kids how to cook through play.
After the activity, families were then brought to a step-by-step recipe that they chose.
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.
Art Director: Tu Phan | Copywriter: Ian Hill | Creative Directors: Alex Stainton, Jakub Syzmanski