Oxo, the stock-cube range owned by Campbell Grocery Products, is launching a &£3.5m campaign featuring the new Oxo family. The campaign, created by Abbott Mead Vickers.BBDO, aims to move Oxo away from traditional family cooking, such as a Sunday roast, and create a new image. The four advertisements see family members cooking everyday meals, like chicken stir fry and spaghetti bolognese using Oxo cubes, such as the Herbs & Spices range, as key ingredients. The ads are being supported by an on-pack promotion for a recipe book called One for All, which aims to encourage people to use Oxo in different ways. The planning for the campaign, which breaks later this summer, is through Naked Communications and the buying is through Zenith Optimedia.