Cleaning products manufacturer McBride is seeking to elevate its Oven Pride brand with a significant investment plan that aims to unlock its full potential.
Pavan Chandra, the former head of marketing at Peperami, has been appointed to lead the brand’s revival 15 years after it was acquired by McBride. He is known for driving brand growth and forging emotional connections with consumers. During his tenure at Peperami, he was instrumental in repositioning the brand for modern consumers and leading award-winning campaigns.
Chandra has been tasked with transforming Oven Pride into a standout brand that “truly resonates with today’s consumers”. With a fresh approach and a focus on marketing, he aims to reposition Oven Pride as a go-to household essential.
Chandra said: “Oven Pride has been the UK’s number one oven cleaner for years, but in a highly functional market, it’s lost emotional relevance. Our mission is to breathe new life into Oven Pride, showcasing it not just as a product that works but as a brand that embodies what consumers value: a proper clean they can take pride in.”
He added: “Everyone wants things gleaming without the hassle, whether it’s impressing in-laws or getting one up on your partner, Oven Pride delivers the deep-clean power to ensure ovens shine, no matter the domestic challenges. Ultimately, our goal is to provide deep, easy cleaning products that are task-specific and surface suitable, helping consumers take pride in their homes.”
As part of the brand overhaul, Chandra has appointed several agencies to support the initiative and develop PR, social media, ad campaigns, and consumer research activity.
The company concluded: “This reinvestment represents McBride’s commitment to transforming Oven Pride from a functional cleaning solution into an emotionally resonant brand, making it the go-to choice for consumers who seek more than just effectiveness in their homes.”
