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Mars Canada begins Ben's Beginners campaign

Mars Canada has begun a promotion in support of its Uncle Ben's line of rice products. The initiative, called "Ben's Beginners," encourages children to participate in family cooking. It features reality television personality Logan Guleff, who will appear in a series of 12 online videos at <>. Each weekly video will include a cooking tip, a cooking challenge for viewers and a recipe. Consumers are invited to submit photographs of their completed dishes to be entered into a draw for one of three $10,000 RESP contributions.

The campaign also includes public relations, a media tour and retailer participation by Walmart, Sobeys, Loblaws and Metro. Agencies involved in the promotion include Fleishman Hillard, BBDO and Match.

"We learned that it's not that parents don't like or appreciate their children's support in the kitchen," said Kyle Lyons, food marketing director at Mars Canada. "In fact, 70% of parents told us they actually really enjoy having their kids take part in the cooking process. We decided to put together a campaign that enabled them do that in a fun, interactive and modern way. That's what the Ben's Beginners promotion is all about."

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