PREMIER Foods’ brands Bisto and Oxo are being backed by a £3.4m push designed to remind consumers about the benefits of a home-cooked meal.
The Oxo campaign, on TV from the beginning of this month, highlights the flavour transformation that takes place when an Oxo cube is crumbled over a modern meal such as a stir-fry. Inanimate objects like snooker balls and crayons are being prepared for a meal. They are then magically transformed into real ingredients and a delicious meal by the sprinkling of Oxo.
The Bisto campaign, which started last month, depicts the chaos of a typical family meal during the week, and plays on the “aah” word which Premier says is synonymous with the brand. The tag line, “aah, now you’re talking,” suggests a family meal with gravy brings everyone together and gets conversation going.
“Although the ads are very different, both drive home the relevance of Bisto and Oxo as store cupboard essentials for today’s modern families,” said brand director Helen Touchais.
Both will air during the Easter period, the most important time for Bisto and Oxo other than Christmas. Top sellers for Easter include Bisto Favourite 170g, Bisto Chicken 170g, Oxo Beef Cubes (12 pack) and Oxo Chicken Cubes (12 pack), says Premier Foods.
