12 March 2012

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

The well-loved OXO family is back on screens from Monday, with the role of original OXO dad Michael Redfern having evolved to reflect today’s modern family.

The well-loved OXO family is back on screens from Monday, with the role of original OXO dad Michael Redfern having evolved to reflect today’s modern family.

The new advert airs on Monday 19th March and sees dad Michael giving advice to his son via video link as he prepares a chicken stir-fry for his girlfriend using new OXO Squeezy – your favourite cube, now in a tube.

When the OXO family first appeared on our TV screens in 1983 they were representative of that era, with the OXO mum played by Lynda Bellingham doing the majority of the cooking. In stark contrast to the dad-related kitchen disasters of the original adverts, this modern-day dad knows his way around the kitchen and is able to provide some expert advice to help his son create the perfect meal.

Director of grocery brands at Premier Foods, Mark Tyldesley, said: “Because the OXO TV family were so well-loved, we wanted to bring back a piece of the brand's iconic heritage but at the same time update it to reflect family life today.”
Nowadays with more fathers and grandfathers getting creative in the kitchen as they take inspiration from a host of male TV chefs, the role of dad has become more cooking-focussed.

Mark continues: “We recognise that the ‘traditional’ roles within the typical British family have changed and that children are just as likely to turn to their dad for advice in the kitchen – or life in general, as they are their mum, which is why we've decided to return to the popular OXO family but with the twist that this time, ‘dad's in charge’.”

Key OXO advert facts:
• The very first OXO mum appeared on screen in 1958 in the form of Katie – played by Mary Holland – and her husband Philip, played by Richard Clarke
• The OXO family we remember and love the most starred Lynda Bellingham and Michael Redfern and launched in 1983. The advert prompted  a 10 per cent rise in sales as Britain warmed to the squabbling family
• The series of adverts starring this family ran for 16 years, with a total of 42 ‘episodes’


Notes to editors:

• New OXO advert to air on 19th March during the 8.45pm advert break in Coronation Street on ITV1
• OXO Squeezy is available in 80g tubes of Beef, Chicken and Vegetable flavours – RRP £1.49 from all major supermarkets
• OXO ® is a registered trademark. © Premier Foods 2012
• Premier Foods is the UK’s largest food producer, which manufactures, sells and distributes a wide range of branded and retailer branded foods. Premier Foods supplies a broad range of customers including the major multiple retailers, wholesalers, foodservice providers and other food manufacturers. Premier Foods owns iconic British brands such as Hovis, Mr Kipling, Loyd Grossman, Batchelors, Bisto, Ambrosia, Sharwood’s, Branston, OXO, Hartley’s and many more
• The business employs around 13,000 people and operates from over 60 sites across the UK and Ireland


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