OXO Spotlights Thought and Affection as Key Ingredients at the Heart of Family Meal Times

OXO reveals a freshly developed brand idea and campaign, “Made with OXO, Made with Love”,  reminding consumers to choose Oxo Stock Pots for those meals that matter.

The idea for the new brand plays off the consumer insight that meals made by those who care about us taste better, because of the thought and affection that has gone into the process. OXO has been at the heart of family meal times since 1850, acting as the perfect partner to these meals cooked with care, which led to the new platform ‘Made with Oxo, Made with Love’.

The first instalment of the idea centres on a TV ad showing a relatable weekend family meal time, with the youngest, Maya, pulling out all the stops to make her Grandad’s birthday meal as special as possible.

In the ad, Dad acts as Maya’s sous chef, with her critiquing throughout the prep. At first, it’s not up to scratch, the two of them realise there’s a missing secret ingredient, an OXO Chicken Stock Pot, which then transforms the dish to Chef Maya’s standards.

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”.

‘Made with XOX’ will be used as a branding device across all touch points from retail through to ATL and forms part of a longer-term idea highlighting how OXO helps people show their love for family and friends by preparing a meal made with care.

The campaign will air on 23rd September across TV and continue across digital and retail nationwide - including a major spot during Emmerdale on the 24th September.

The film was directed by Ben Tonge and produced by Collective Studios, Above+Beyond’s sister agency, part of The Beyond Collective.

Mark Alldred, marketing director flavours & seasonings at Premier Foods, said, “We worked closely with the Above+Beyond team to establish how we launch our ownable brand idea for OXO. The ambition was to leverage the love that people feel for the OXO 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.”

Jonny Ray, managing director at Above+Beyond said, “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.”