Ben's Beginners is an initiative from Uncle Ben's that is set on creating more child chefs, especially as the company sees cooking as an essential life skill.
The Ben's Beginners program encourages parents to inspire better habits in kids by setting positive examples. The animated commercials to promote this initiative make this message clear, as a son is seen mimicking everything that his father does.
In addition to cooking, the brand also hopes to inspire youth to make healthy meal choices now and going forward in life. As well as sharing tips, tricks and recipes on Pinterest, the social campaign is also featuring a series of kid-created recipes on YouTube, as submitted by users. As well as being inspiring for kids, most adults could probably stand to learn a thing or two about healthy cooking and eating habits.