BRANDING: Oxo aims branded cookbooks at foodies

Campbell Grocery Products is aiming to make its iconic Oxo cube relevant to a younger generation of cooks by publishing a set of branded coffee table books.

Conceived and directed by Campbell's brand marketing agency Exposure, the Oxo Food Book celebrates food from around the world. It is aimed at an upmarket audience aged 25 and over, and forms part of Oxo's strategy to connect with style-conscious foodies.

This strategy has so far manifested itself in a mobile 'Oxo Cafe' sampling vehicle and the introduction of a modern Oxo family in TV ads by Abbott Mead Vickers BBDO.

A cause-related marketing element will see 15% of each copy sold donated to War Child.

Brand manager Roisin McCart said: "Oxo is a traditional brand and our audience has always reflected these values and attracted a mainstream following. We decided to produce a book that challenges people's perceptions of Oxo."

Published by Tank, it is presented as an 800-page set of four volumes designed in the shape of a silver cube to reflect its namesake product.

Each book is a different colour to match each OXO cube colour and designed to mirror each of the four seasons.

The book contains personal anecdotes, culinary tips and recipes from personalities including Gordon Ramsay, Jamie Oliver, Neil Morrissey and Paul Smith.

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