Premier Foods to bring back Oxo Family

Premier Foods is relaunching stock cube brand Oxo with a £2m marketing campaign with a focus on an X-Factor inspired competition, new product variants and revamped packaging.

Oxo Family

This weekend it will launch “The Oxo Factor” campaign and invite families to make their own Oxo advertisement showing how they use Oxo to flavour their meals.

Five of the best films will be aired on national TV from mid-October to December, with viewers able to vote for their favourite ad.

The Oxo Factor winner will then be aired during the final of ITV’s reality talent show The X Factor.

Advertising is being handled by Miles Calcraft Briginshaw Duffy.

The original “Oxo Family” appeared in its advertising for several years until 1999.

In 2007, it then resurrected the creative idea by casting a new family to reflect the 21st century – with a younger, multi-cultural household.

Meanwhile, the product itself will also change its current stock cube format into X-shaped cubes for a limited time.

Packaging across the entire Oxo range has been updated, with shiny foil detail added to packs aimed at improving shelf standout and bring the design up to date.

The brand will also be adding Oxo Reduced Salt
Stock Granules to the product range. The limited edition X-shaped stock will also come in new packaging.

The Oxo range includes various flavoured stock cubes, herbs and spices and dried gravy.

In 2006, Premier Foods acquired brands such as Oxo and Batchelors following a deal to buy the UK and Irish operations of the Campbell Soup Company for £450m.

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