Oxo – STV Channel Sponsorship

The objective: To raise brand awareness of Oxo in Scotland, make it feel relevant to a modern Scottish audience, and place front of mind for STV viewers during the colder months, which is a key time for product sales.

The creative: We steered away from a stereotypical family scenario and instead brought Dad into the kitchen to cook for mother and daughter, returning home from an autumn walk. We aligned Oxo with Scottish family life and helped it resonate with the STV audience by subtly introducing nods to Scotland – the great outdoors, subtle hints of tartan, rain jackets and wooly scarves – bringing the sponsor front and centre by heroing a warming bowl of dad’s soup.