10 October 2017

Oxo is back on screen with the 21st Century family

Oxo, the number one dry stock brand1, is back on TV with a new advert that follows its modern day family as they go about their busy daily lives.

The advert airs from 9th October through to 31st December, focusing on Oxo Stock Pots as well as introducing the latest addition to the range, Oxo Ready-To-Use Stock pouches.

Following on from the introduction of the new Oxo family last October, the advert continues to showcase modern day family life - with a focus on dads joining mums at the emotional heart of the family, and increasingly sharing cooking and domestic duties. It showcases Oxo Stock Pots coming to the rescue as dad quickly whips up his ‘Special Pasta’ when mum and the children’s plans fall through. The Stock Pots range has been a popular choice among shoppers by providing families with a quick and tasty solution; resulting in impressive growth of 46.3%2.

Helen Touchais, Brand Director, Flavourings and Seasonings at Premier Foods, said: “Our Oxo family was a hit last year, so we’re delighted to continue their storyline, which will help drive further awareness of our iconic brand ahead of the winter season. It’s important we support our growing range with a TV campaign which people can relate to. We are also excited to be showcasing our Oxo Stock Pots range at the end of the ad, which has seen phenomenal success, in addition to our new Ready-To-Use format.”

[1] Kantar Worldpanel, 52 weeks, w/e 10th September 2017
[2] Kantar Worldpanel, 52 weeks, w/e 10th September 2017

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