We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
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).