Oxo launches first TV ads with new family since death of Lynda Bellingham

Oxo has revived its family concept with two new TV ads aimed at reflecting the positive side of contemporary family life.

The ads, created by J Walter Thompson, introduce a new family – a mother, father, three children and their pet rabbit, Mr Jefferson.

They mark Oxo’s first TV work since the death of ‘Oxo mum’ Lynda Bellingham in 2014, who starred in the ads in the 80s and 90s.

In the first spot for the Premier Foods-owned brand teenage daughter Lucy brings home Tiana, "the coolest girl in school", for dinner. However, when she sees meatballs on the menu Lucy is mortified – until her mother adds Oxo. Tiana gives her seal of approval by sharing a picture of the dish on social media.

The second ad features a rush to get dinner ready for Jan and Rob, two friends of the family who they forgot were coming.

The strategy behind the ads was informed by work from JWT Intelligence. This found that while modern family life is often viewed negatively due to technology, broken homes and longer working hours, informal parenting styles and more chaotic schedules mean that parents are more involved in their childrens’ lives than ever before.

James Whitehead, JWT London's executive partner, said: "It’s great to be able to modernise the Oxo family for today’s Britain. Our new family are a real team: chaotic and imperfect, there's teasing and the occasional strop, but there's also a lot of life, energy, love and getting things done as a real family."

The ads were created by Bill Hartley and Giles Hepworth at JWT London and directed by Declan Lowney through Another Film Company. Media was handled by Carat.

Helen Touchais, brand director flavourings and seasonings at Premier Foods, added: "As an ingredient intrinsic to British households, Oxo has historically portrayed the ins and outs of family life – evolving from Katie’s family in the 1960s through to Lynda Bellingham’s family reign through the 1980s and 1990s," Touchais said.

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