Born from the insight that a meal created with love and care tastes better, a new campaign from Oxo Stock Pots puts love at the heart of the brand. A positioning underlined by flipping the brand name to become ‘xox’.

The campaign, “Made with Oxo, Made with Love” created by Above and Beyond, shows the way food can facilitate connection and relationships. Where Oxo has been a staple of family cooking since 1850, the campaign says that food made with Oxo is made with care.

A heartfelt film shows a young girl preparing a meal for her Grandad’s birthday. She wants to make the meal as special as possible, so aided by her father as sous chef sets out with all the prep. The meal is bubbling away but as the pair take a sample from the pot they realise that something is missing. Adding the secret ingredient, the Oxo chicken stock pot, the pair elevate the birthday dish into something truly special and worthy of Grandad.

The spot ends with the signature ‘Oxo’ branding flipped to ‘Xox’, a popular text shortcut for a hug. A graphic of handwritten words ‘Made with’ appears on the screen as the logo flips to ‘XOX’. A voiceover accompanies the graphic: ‘Made with Oxo. Made with love.’

The film was directed by Ben Tonge and produced by Collective Studios, Above+Beyond’s sister agency, part of The Beyond Collective. The film premiered on the 23rd September and will run across TV, digital and retail nationwide.

‘Made with xox’ will be used as a branding device across touchpoints including retail and ATL. The new messaging intends to demonstrate how people can show their love and care for family and friends by preparing a meal with Oxo.

Pulling on the brand's long heritage as a kitchen staple, the spot highlights the power of food as the ultimate love language.