When iconic Premier Foods’ brand, OXO, launched its TV ad. featuring a new family for the 21st Century, we blitzed the national newspapers and marketing press to generate positive editorial. Famous for reflecting contemporary family life, the late Lynda Bellingham was the OXO mother during the 80s and 90s. The new ad was culturally relevant including teenagers bringing home friends for dinner, being on mobiles at the table and uploading meal photos across social. Not only did we achieve strong editorial in print and online titles including The Daily Telegraph, The Daily Mirror, The Sun, Daily Mail and Marketing Week, but it represented high share of voice – some ¾ of a page. Premier Foods' CEO cited our editorial results ‘a big impact win’.