Ben’s Original has announced a new partnership with professional baseball player Ben Rice to support childhood hunger programs in the United States. The campaign will work with No Kid Hungry and aims to help provide access to up to 22,000 meals for children facing food insecurity.
The initiative is linked to the number 22 on the player’s jersey. As part of the campaign, donations will be made during the baseball season to support meal access programs for children and families who rely on school and community meal support.
The rice brand, which is part of Mars Food & Nutrition, said the partnership connects food, culture, and community support, while also helping raise awareness about childhood hunger. The campaign will run throughout the baseball season and will be promoted across digital platforms and brand channels.
Ben’s Original said the partnership is part of its broader effort to improve access to nutritious and convenient meals. The brand’s product range includes ready rice, single-serve cups, and ready meal products sold across retail and grocery channels.
For the food retail sector, campaigns like this are mainly brand-building initiatives, but they also help maintain visibility for packaged food brands in a competitive center-store category such as rice and shelf-stable meals.
The partnership will continue through the season, with further campaign activity and donations linked to on-field performance.
Why It Matters
Cause-related marketing campaigns like this are commonly used by FMCG brands to strengthen brand recognition and customer loyalty in staple food categories such as rice, pasta, and ready meals. These categories are highly competitive in supermarkets, where private label and branded products compete directly on price and visibility.
Brand partnerships tied to social programs can help maintain shelf presence, support brand reputation, and reinforce long-term consumer recognition in the packaged food aisle.
Editor’s note: This article is based on an official press release from Mars Food & Nutrition announcing the partnership between Ben’s Original and professional baseball player Ben Rice to support No Kid Hungry programs in the United States.
