Ben’s Original, MLB’s Ben Rice Team Up to Donate 22K Meals

Ben’s Original and MLB player Ben Rice are building a campaign around their shared name, using it as a thread that runs through the 2026 season.

The effort, developed with integrated marketing agency T&P USA and in partnership with No Kid Hungry, follows Rice's performance on the field.

Each play in a game contributes to a running total, with donations of over 20,000 meals triggered by what unfolds on the field.

Over time, this accumulation gives the campaign a visible rhythm, something people can follow as the season moves forward.

It’s a purpose-driven campaign, where donations and live play keep the cause active throughout the season, giving people a reason to keep paying attention as the numbers grow.

The Name That Holds It Together

The idea is easy to pick up right away. Ben's Original and Ben Rice, it's a no-brainer.

The same name shows up on a jersey and on a microwavable meal pouch, and this link holds the whole thing together.

The New York Yankees' first baseman becomes the visible part of the campaign, while what he does on the field keeps it going.

Matt Graham, vice president of growth and digital demand at Mars Food and Nutrition, said in a press release that this campaign is about much more than a "fun name connection."

"It's about using the moment to expand access to meals for kids and continuing to deliver the tasty, healthy, convenient options families love. Together, we're turning awareness into action," he added.

The partnership will help provide access to up to 22,000 meals, which connects back to Rice's jersey number, 22.

Big moments during games will increase the number of donations, so the campaign moves with the season instead of sitting in one place.

The timing also lines up with how baseball is circulating online, with MLB’s partnership with TikTok driving a 60% rise in related posts in 2025.

A Brand With a Role to Play

Ben’s Original is a staple in everyday meals, which makes its connection to food access more direct here.

The campaign places the brand within a larger issue, where many families still rely on schools and community programs for consistent meals.

This gives the partnership a clear role, linking what the brand represents to where the need already exists.

Baseball brings the audience in, the player keeps it visible, and the cause gives it direction.

• Name-based ideas are easy to follow. When the link is clear, people understand it right away.
• Ongoing mechanics keep the campaign present. Each game adds something instead of repeating the same message.
• Advocacy partnerships give the work substance. The impact builds as the season moves forward.

What holds here is how the idea sits directly within the game, making the impact part of what people are already watching and reacting to in real time.

Our Take: Can Convenience Strengthen a Purpose-Driven Campaign?

We think it can, especially when the product already plays a role in how people solve daily needs.

Ben’s Original is built on quick, accessible meals, and this function carries into the campaign without needing translation.

It connects the idea of speed and reliability to a real gap in meal access, which makes the partnership feel real rather than symbolic.

This alignment gives the work more credibility because it ties the brand purpose directly to a problem the product can realistically help address.

This strategy of tackling childhood hunger through high-visibility platforms mirrors Kroger’s powerful "Silence Hunger" campaign.

It shows that cause-led initiatives resonate best when they're easy for the audience to follow.

Purpose-driven campaigns often depend on how clearly the idea comes through and how well it holds as it plays out.

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