Oxo TV ad 2016

Premier Foods this week re-introduced the Oxo family, after a 17-year absence from the TV, with an emphasis on gender equality in the kitchen.

Making its small screen debut this evening (10 October) in a £3m campaign, the brand’s new household comprises two parents, three children and a rabbit. Unlike the old ads, in which the family’s mother prepared all the meals, the two new clips – focusing on both Oxo’s Stock Cubes and Stock Pots ranges – portrays an equal division of labour among the grown-ups.

The first commercial, called The Popular Girl, shows a typical mid-week mealtime at which a beef stock cube is the ‘secret weapon’ in a meatball recipe. The second advert, The Unexpected Guests, sees a spread being prepared for last-minute visitors with the help of Stock Pot, The Grocer New Product Awards-winning line-up of savoury jellies.

Oxo’s campaign will be on air for almost five months, running until the end of February – despite Premier cutting overall marketing spend due to poor trading in Q2.

The new family resonated with viewers, reminding them of their own home lives, claimed Helen Touchais, brand director for flavourings & seasonings at Premier. “They are delighted to welcome a new, modern family for the 21st century,” she added.

The Oxo family first appeared on TV in 1958, reaching the peak of its popularity with the late Lynda Bellingham during the 1980s, but in 1999 the brand dropped the ads, over concerns they did not reflect modern family life.