Campbell's is unveiling a new 21st century Oxo ad family on Monday (January 14), and describes them as "more like the Simpsons than the Waltons". Written by Richard Curtis who also penned the Blackadder series, the two-execution, six-week TV campaign is part of a £5m investment in the brand this year. The company aims to expand perception of Oxo and boost the stock cube stagnant category. "At the moment people see it as an ingredient of traditional, slow-cooking, beef-based British meals," said senior brand manager Marcus Hudson. "We want viewers to focus on the brand and say: I didn't know Oxo could do that'." Activity will include further appearances by the Oxo roadshow, recipe cards and cube- shaped dumpbins sited next to meat counters. {{P&P }}