NEWS: Brasserie work repositions Paxo

Bisto Foods is relaunching its Paxo Stuffing brand with a pounds 1.5 million campaign created by the HHCL Brasserie.

Bisto Foods is relaunching its Paxo Stuffing brand with a pounds 1.5

million campaign created by the HHCL Brasserie.

The ads, which are the Brasserie’s first since it was hired by Paxo in

May, are designed to move the brand away from its traditional role as a

stuffing for chicken.

The ads tell the story of a man who spends all day with his hands inside

a chicken and wishes to find other uses for Paxo.

Jimmy the ventriloquist and his puppet, Charlie chicken, feature in one

30-second and three ten-second spots.

The viewer sees Jimmy cooking the Paxo stuffing separately on a tray.

Each of the ten-second spots reveals a new recipe and different ways to

use Paxo. One shows Jimmy mixing it with water and lemon curd, and

another shows him mixing it with spring onion. The last shows him mixing

the stuffing with mashed potato. He tells the viewer that he calls it


Paxo’s last advertising, through WCRS, featured Linda Lusardi inviting a

man to her home for champagne and a jacuzzi. He refused when he realised

that his mother was cooking a roast dinner with Paxo stuffing.

Mischa Alexander, a partner at the HHCL Brasserie, said: ‘Paxo is a very

famous brand but people have tended to think that it’s something you

only bring out when you have a roast.

‘There are so many ways to prepare Paxo and using it as a stuffing is

only one way. We’ve ditched the real bird in favour of a puppet, so for

the first time it’s Paxo that’s the hero, rather than a stuffed


Media is being bought by BBJ Media Services. The campaign will run from

next Monday through to spring next year, an extension of Paxo’s usual

pre-Christmas strategy. Brand packaging has also been changed to reflect

the relaunch, abandoning the roast chicken on the pack.

The ads were written, art directed and directed by the Brasserie’s

creative team, Liz Whiston and Dave Shelton.

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