McBride, Europe’s leading manufacturer of private label and contract-manufactured household and professional cleaning products, is wiping the slate clean with a significant reinvestment in its iconic oven cleaning brand, Oven Pride.
Since acquiring Oven Pride in 2009, McBride is now fully committed to unlocking the brand’s full potential, driving its transformation into a vibrant standalone brand. With Pavan Chandra at the helm, the brand is set for a powerful revitalisation, positioning it for long-term success and market growth. This marks an exciting new era for Oven Pride, with a renewed focus on innovation and consumer engagement.
Chandra, who previously led marketing for Peperami at Jack Links, brings over 20 years of FMCG marketing experience, and 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 aims to scrub up Oven Pride’s reputation, transforming it into a standout brand that truly resonates with today’s consumers. With a fresh approach and a focus on marketing, Chandra aims to reposition Oven Pride as a go-to household essential, capturing the hearts of modern households and setting a new standard in the market.
He 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 this brand overhaul, Chandra has appointed several agencies to support the initiative:
- Quince Creative Communications, founded by Charlotte Dovey, former director of integrated communications at Spider PR, will manage Public Relations and Social Media marketing for Oven Pride. During her eight years at Spider, Dovey led social media marketing, public relations, and experiential campaigns for clients including Peperami, Le Shuttle, and Byron Burgers.
- Fearless Union has been selected as the creative agency for the campaign.
- TRKR, a leading insight and innovation agency in the food and drink sector, and Stream Research, a qualitative research agency, will conduct comprehensive research to understand consumer preferences, behaviours, and emotions towards cleaning products. This research will inform product development and marketing strategies, shaping the brand narrative and communication approach.
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.
