Oxo has returned to TV screens with two new adverts that follow a modern-day family as they go about their busy daily lives.
The brand has invested £3m in the campaign, which is airing over the winter months from now until the end of February 2017. The adverts feature both stock cubes and the Oxo stock pots range, which is now worth £2.7m since launching last year.
The new campaign is based around a typical family that consists of mum, dad, three children and their pet rabbit, Mr Jefferson. According to brand owner Premier Foods, the ads showcase the “heroic role of Oxo helping mum and dad pulling it off”.
Helen Touchais, Brand Director Flavourings and Seasonings at Premier Foods, said: “Oxo aims to help families who are looking to prepare meals that are not only quick to cook, but also wholesome and delicious. Our consumer research shows that the new Oxo family and the dynamic between them really resonated and reminded people of their own home life. They all think fondly of the 80s and 90s Oxo family and are delighted to welcome a new modern family for the 21st century.”
The first advert sees a typical mid-week meal time scenario, when teenage daughter Lucy brings home her cool new friend. Wanting to impress, Lucy is concerned that meatballs are on the menu. She forgets that mum will be using her secret weapon ingredient – an Oxo beef stock cube.
The second advert focuses on the Oxo stock pot range and how the family successfully deals with the rush of guests coming for a dinner they had completely forgotten about.
It is unclear what role Mr Jefferson plays in the proceedings, but if I were a rabbit appearing in a stock cubes commercial then my whiskers would be twitching somewhat nervously.
