New £2.7m Oxo campaign with ‘Chef Maya’

OXO is on screens with a new TVC 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, and the brand is reminding consumers to choose OXO for those meals that matter.

The new advert features a heart-warming 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’. In fact, as of August 2024, 9.1 million households had purchased its products in the prior year 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. In fact, the "Made with OXO, Made with Love" campaign is also giving consumers the opportunity to share the love through an on-pack promotion, offering prizes such as spa days, cinema tickets and OXO gift boxes to enjoy with loved ones.

“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," said Mark Alldred, Marketing Director for Flavourings & Seasonings at Premier Foods. 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 per cent of UK adults 6.4 times on average across TV and YouTube, meaning that 38 million people will see the advert and feel inspired to stock up on OXO Stock Pots for their next meal.

OXO’s advert is live from the 24th September 2024 until February 2025, and the on-pack promotion will continue until the 30th April 2025.