Merkley Bows Oxo Image Ads

Merkley Newman Harty is breaking its first image campaign for new client Oxo International in September with print ads in national magazines.
The New York-based Oxo, a wholly owned division of General Housewares, makes kitchen utensils such as ice cream spades and swivel fruit peelers under the moniker Oxo Good Grips.
“We were hired to position Oxo as a hip brand that will speak to forward-edge people who need the best for their kitchen, the people who shop at Williams-Sonoma,” said Marty Cooke, Merkley’s executive creative director.
The six new ads all pair a sumptuous food visual with a small inset of the appropriate Oxo tool for the occasion.