Premier Foods is launching a new brand campaign for Oxo, bringing back the original
and much loved Oxo family.
Created by Dare, the first instalment of the Oxo family saga is set to return on 19th
March. With the return of Michael Redfern as the dad, the ad shows how times have
changed since the family was first launched in 1983. Back then, the family were famous
for sitting around the table, squabbling as they enjoyed a casserole and bumbling dad
was the struggling cook.
This time, it’s dad who is giving out the cookery advice and family wisdom as he guides
his son through a chicken stir-fry - via internet phone – as the son tries to impress his
The ad also features the brand'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".'