An analysis of Oxo's 'family' campaign (1983-89). Challenges to the brand included decline of the family meal, changes in meat consumption, increase demand for convenient and exotic food. Objective: to stress Oxo's relevance to new dishes while reinforcing its long-standing 'brand capital'. 'Family' strategy emphasised the emotional and functional aspect of Oxo. Media: TV, press (from 1987). Results: brand salience reinforced. Established a contemporary positioning for the brand. Increased market domination. Resilient sales. Oxo has continued to show modest value growth in the 1980s (in appalling market conditions).