09 March 2012

OXO family back on TV to squeeze more sales

Premier Foods, the UK’s No. 1 food manufacturer, is back on TV with OXO, the nation's most loved stock brand with 97% brand awareness.

Premier Foods, the UK’s No. 1 food manufacturer, is back on TV with OXO, the nation's most loved stock brand with 97% brand awareness. The £1.5m integrated campaign heralds the return of the OXO Family with a new 30 second TV execution, which features OXO Squeezy Stock for the modern family.

The new TV advertising campaign runs for five weeks from March 19th and this time dad is in charge. The advert showcases OXO Squeezy Stock and communicates how convenient this format is for the modern family. We see dad communicating with his son over internet telephone, helping him to prepare a special meal of Chicken Stirfry before his important date arrives. He just wants everything to be perfect.

Michelle Penlington, Senior Brand Manager OXO at Premier Foods, says, “The OXO Family is led by dad, to reflect the growing tre stocknd of dads doing more of the cooking. The campaign is designed to generate a modern re-appraisal of OXO and includes TV, PR and in-store. This is neatly summed up in our strap line “Your favourite cube now in a tube.”

OXO is a beloved British brand with 11 million users , and OXO Squeezy has contributed to the strong 20% YOY growth of wet stock . OXO Squeezy Stock is made with real meat juices and vegetable extracts and can be squeezed directly into a dish to add flavour instantly, or be made up into liquid stock. There are three flavours of OXO Squeezy Stock; Beef, Chicken, Vegetable. The 80g tubes come in a case of 6 and each tube contains 8 measures - enough to create 8 delicious meals such as stirfry, risotto or mince dishes.

The ad campaign forms part of the focused investment behind growing the eight Premier Foods Power Brands of Hovis, Ambrosia, Mr. Kipling, Sharwood’s, Loyd Grossman, Bisto, OXO and Batchelors. Premier Foods plans to double marketing spend behind these brands in 2012 and five of the Power Brands will be back on TV with advertising in the first quarter.


Notes for editors: 

As Britain's largest food producer, Premier Foods is committed to being the 'Best in British Food - delivering the taste the British love, with food that's made in Britain by people who understand British consumers.  We supply a range of retail, wholesale, foodservice and other customers with some of Britain's best loved brands, including Ambrosia, Batchelor’s, Bisto, Hovis, Loyd Grossman, Mr.Kipling, Oxo and Sharwood’s. The company employs around 12,000 people operating from over 50 sites from Plymouth to Glasgow.

03 March 2012

Unbelievably good Ambrosia Rice range to drive divine snacking sales

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The OXO family returns and this time the dad's in charge

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