Wesson Launch ‘It Starts with Wesson’ Brand Platform with Heartfelt Holiday Campaign

Wesson, the iconic American cooking oil brand, has launched its latest brand platform, ’It Starts with Wesson,’ celebrating the essential role cooking oil plays in bringing families together over the holidays. Developed by Toronto-based agency Manic Pixie and produced by video production company Big Pig Co, the campaign connects Wesson’s heritage with modern family moments, resonating with home cooks across the country as they prepare for the holiday season.

Directed by Mark Rozeluk, the campaign’s narrative is built on the insight that cooking oil is the starting point for every recipe, setting the stage for memorable gatherings and cherished traditions. The debut spot captures a family gathered for Thanksgiving, where the warmth and joy of an imperfectly perfect holiday come to life.

Mark Delottinville, executive producer at Big Pig shares his enthusiasm for the project, adding, “We are particularly proud of these pieces because of their production efficiency. Doing two spots for entirely different times of year in one day took a lot of coordination between the agency and crew. However, because we were all on the same page, we could be organised and execute our creative quickly and efficiently. We also were wrapped before the playoff game started for the Toronto Maple Leafs, saving us from having to reset multiple times due to the excessive cheering at both houses located next door on either side of the filming location.”

The campaign’s flexibility allows it to reach consumers through targeted messaging across different channels. For example, in select out-of-home (OOH) placements near grocery stores, Wesson speaks directly to the shopper’s journey, with headlines such as, ‘Grocery lists start with Wesson.’ By customising messaging across platforms, ‘It Starts with Wesson’ balances emotional storytelling with practical prompts, bridging the gap between family traditions and everyday cooking.

The campaign is part of an integrated strategy developed in collaboration with Panoply for media and NEAT Agency public relations that includes earned media and influencer partnerships. Launching this holiday season, the campaign will reach audiences in select US cities via social media, digital channels, and OOH placements, with an aim to reinforce Wesson’s place as a kitchen staple for American families.