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A still from the new Oxo TV advert

Oxo’s ‘21st century’ family has returned to the small screen with a new TV ad to promote Oxo Stock Pots and the new Oxo ready-to-use stock pouches.

Making its debut last night (9 October), the new ad once again focuses on gender equality in the kitchen, and shows a dad whipping up his ‘special pasta’ when his wife and children’s plans fall through.

The new ad, airing until 31 December, follows the reintroduction of the Oxo family for the first time in 17 years by Premier Foods last year, with two separate commercials featuring the “modern” family showing equal division of household labour between the parents.

“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,” said Helen Touchais, brand director for flavourings and seasonings at Premier Foods.

“It’s important we support our growing range with a TV campaign which people can relate to.”