New OXO ad campaign on screens
The UK’s number-one dry stock brand[1] OXO is on screens with a new TV ad as part of a £2.7 million media investment behind its new range of OXO Stock Pots. Running from this autumn to February 2025, the ‘Made with OXO, Made with Love’ creative is at the heart of OXO’s latest campaign, with the brand reminding consumers to choose OXO for those meals that matter.
The new advert features a heartwarming family gathering to celebrate grandad’s birthday, with Chef Maya helping to make a special Chorizo Chicken stew which is transformed with the addition of OXO’s Succulent Chicken Stock Pot. We expect the new creative will resonate with both loyal OXO fans and new consumers who are looking for inspiration for simple, effective ways to make flavourful dishes throughout the week that they can enjoy with their loved ones.
Dating back to 1850, OXO has a rich brand heritage with strong links to ‘family meals made with love’. As of August 2024, 9.1 million households had purchased its products in the prior year[2] solidifying its place at the heart of British kitchens. This ethos is at the heart of the creative and will remind shoppers of just how important family mealtimes can be.
Mark Alldred, Marketing Director for Flavourings & Seasonings at Premier Foods, said: “Now that we’re going into the autumn and winter months, a key moment for the stock category, there really was no better time to debut our new creative. We want to remind consumers of the importance of bringing the family together over mealtimes and how they can make these moments even more special and, importantly, tasty.
“We want to support retailers during this peak moment for the category and make sure that OXO is top of mind for shoppers when they are in store. With this significant brand investment, we estimate that we will reach 71% of UK adults 6.4 times on average across TV and YouTube, meaning that 38 million[3] people will see the advert and feel inspired to stock up on OXO Stock Pots for their next meal.”
[1] Circana All Outlets UK, Ambient dry stock (Category defined by Premier Foods), Value & Unit Sales for 52 w/e 31st Aug 2024
[2] Kantar Worldpanel 52 w/e 04/08/24, Total Oxo, Shoppers Purchasing
[3] Carat’s CCS Planner tool, using BARB data