Oxo returns to TV to back new flavours

Dry Stock brand Oxo is returning to TV screens in Scotland this month to promote the launch of its two new flavours: Chicken Broth and Ham.

A partnership between the brand and Scottish TV will include TV spots, Video on Demand, a takeover of STV’s homepage, plus digital and social elements. The two main ads will centre on Jenni Falconer interviewing Scottish mums about their favourite soup recipes, with one set in an allotment and the other in a cosy kitchen. Both mums choose traditional Scottish recipes Pea and Ham and Cock-a-leekie.

The two bespoke 30” adverts will be broadcast exclusively on Scottish TV to showcase how the new cubes can be used to enhance homemade soup. Scotland makes 50% more homemade soup than any other region in the UK, with 125 million soup occasions each year, yet there is still plenty of room for growth in this market. The TV spots will be enhanced through a partnership with STV that will provide support with digital and online activity.

Helen Touchais, Category Marketing Director – Flavourings & Seasonings, commented: “Due to the popularity of soup within the Scottish market, we are really excited about our new partnership with STV. We will be speaking to mums, through Jenni Falconer, to help them with recipe inspiration and to showcase our new products. We are hoping these new TV ads will inspire mums and help drive sales for retailers, as 85% of ham stock sales and 25% of chicken stock sales can currently be attributed to Scotland. Oxo’s partnership with STV has been designed specifically to reach mums and inspire them to cook from scratch using Oxo. We carefully chose TV mum Jenni Falconer to engage with our target audience, to drive both trial and sales.”

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