Premier Foods-owned stock cube brand Oxo celebrates family in its latest brand refresh and campaign; ‘Made with Oxo, Made with Love.
Created by Above + Beyond, the film is centred on the insight that Oxo has been at the heart of family mealtimes since 1850.
Directed by Ben Tonge and produced by Collective Studios, Above + Beyond’s sister agency, the first installment tells the story of a young girl Maya who takes on the role of chef for her grandad’s birthday, with her dad acting as sous chef.
Throughout the process Maya critiques the taste, until the pair realise there is a missing ingredient: Oxo’s chicken stock pot.
The film ends with a graphic of the handwritten words ‘Made with’ appearing on screen next to Oxo, which flips to XOX in the distinctive style of the logo. The voiceover states: ‘Made with Oxo. Made with love.’
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The campaign will air from 23 September across TV and will continue across digital and retail nationwide, including a major spot during Emmerdale.
The ‘Made with XOX’ line will be used as a branding device across all touch points from retail through to ATL, forming part of a longer-term idea highlighting how the brand helps people show their love for family and friends by carefully preparing a home-made meal for them.
“We worked closely with the Above+Beyond team to establish how we launch our ownable brand idea,” said Premier Foods flavour and seasonings marketing director Mark Alldred.
“The ambition was to leverage the love that people feel for the brand and drive relevance for the modern day consumer. We’re excited to introduce the new Oxo family, led by our charming chef Maya who works so hard on her grandad’s special birthday,” he continued.
Above + Beyond managing director Jonny Ray added: “We’ve loved getting stuck into this one – a brand so rich in heritage, but one which is just as relevant today for families up and down the country.”
“Those who find in hectic lives, mealtimes are incredibly special moments to come together – Oxo understands the love and care which goes into them, and provides a brilliant opportunity to elevate flavours easily, to make these moments as special as possible.”
