Uncle Ben's is on a mission to get people cooking again and has kicked off a U.K.campaign with this social media video in which it pranks some prospective home buyers by showing them a house without a kitchen. (To enable the prank, celeb chef Jamie Oliver's production company Fat Lemon sourced a real house in London, and hid the kitchen with a fake wall. It rigged the house with 22 hidden cameras, and invited real homebuyers to come to a house viewing, through social media, ads, and word of mouth). Their reactions, when shown round by the fake realtor, are predictably incredulous, but serve to underline the message that cooking skills are fast disappearing. According to the brand, one in four British parents never cook with their children.
The film, by AMV BDDO, is part of the U.K version of "Ben's Beginners," a cooking initiative which has already launched in the U.S. It will center on a YouTube channel delivering cooking-related content such as videos showing kids basic skills to cook simple meals. Kids can then enter a competition to show off their skills.