Uncle Ben Icon Gets a Makeover

Uncle Ben is stepping off the rice box for a new print and online campaign. Omnicom's TBWA/Chiat/Day has created a campaign that will have Uncle Ben starring as an executive managing a group of employees.

Parent company Mars is trying to revamp the Uncle Ben's brand instead of retiring it. "Ben knows best" print ads will kick off the campaign in magazines.

Mars has spent $181 million advertising Uncle Ben's rice in the past year in food and drug stores alone. That number doesn't include advertising in Wal-Mart stores.