Premier Foods is relaunching Oxo in an X-shaped block instead of its famous cube. 

There is also a new pack design for the kitchen staple and a £2m marketing campaign. As part of the activity, consumers are being invited to make their own ad showing how they use Oxo in there cooking. 

The ‘Has your family got the Oxo Factor?’ competition has a £10,000 prize. The five best films will be aired on TV with consumers encouraged to vote for their favourite. The winning ad will be aired during the X Factor final. 

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