Uncle Ben’s Express Rice is relaunching with a series of promotional activities.

A one-off PR stunt in London’s Leicester Square on Friday September 25 offered consumers the chance to win a gold bar worth £20,000 if they could crack the Uncle Ben’s Express Safe in 22 seconds. Participants and onlookers received leaflets with Money Off Next Purchase coupons.

Other activity during October will include sampling in-store. The in-store marketing creative for the re-launch of the range was designed and developed by Life Agency, which also worked on the Express Rice ‘Summer Eating‘ campaign.