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By John Glenday | Reporter

March 21, 2012 | 2 min read

Premier Foods has launched a new brand campaign for Oxo, featuring the return of the ‘Oxo family’ who first aired back in 1983.

The back to the future strategy has been devised by Dare and shows how times have changes since the family were first filmed squabbling round the dinner table.

Now dad is depicted dishing out cooking advice as he helps his son prepare a chicken stir fry via an internet phone.

The clip has been created to showcase Oxo’s new ‘stock tubes’, stock in a paste launched last year.

Director of grocery brands at Premier Foods, Mark Tyldesley, said: 'Because the OXO TV family were so well-loved, we wanted to bring back a piece of the brand's iconic heritage but at the same time update it to reflect family life today.

'We recognise that the "traditional" roles within the typical British family have changed and that children are just as likely to turn to their dad for advice in the kitchen – or life in general, as they are their mum, which why we've decided to return to the popular OXO family but with the twist that this time, "dad's in charge".'