Redundant colanders are the focus of a light-hearted London-based print advertising campaign for Uncle Ben's boil in the bag rice. Running until the end of this month, the executions are aimed at persuading the capital's consumers to switch from standard rice to boil in the bag options and feature alternative uses for colanders, including as hats, lampshades and bicycle baskets. They will appear in various London titles, including Time Out and the Evening Standard, while London Lite will also feature a wrap informing readers "why thousands now consider the colander obsolete". The print campaign is being backed by a second TV push, featuring an Icelandic man boiling his rice in a geyser. A spokeswoman for Uncle Ben's said smaller, more convenient formats were a way of targeting singles and couples and were likely to increase.