OXO prepares weekend tour

OXO has spent £700,000 on a sampling campaign at four city centres during weekends in November.

OXO has spent £700,000 on a sampling campaign at four city centres during weekends in November. The OXO Café recreates a modern café environment where chefs will prepare hot international dishes for 56,000 consumers to sample. Visitors will also receive recipe leaflets with a money-off incentive. The event, created by Exposure Promotions, is designed to position the brand as a modern home cooking ingredient. OXO brand manager Roisin McCart said: “We wanted an experience where people could see ways of using the brand. And by touring the UK we can build one-to-one relationships with customers .” The activity will be supported by week-long regional radio promotions.

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