Wesson Pens a Love Letter to New Mothers

Cooking oil brand Wesson has released a continuation of its ‘It Starts with Wesson’ brand platform, with a campaign that speaks directly to new mothers at the start of their parenting journeys.

Developed by Toronto-based agency Manic Pixie and produced by Big Pig Production Co with direction from Mark Rozeluk, the campaign titled ‘Self Care’ hones in on the importance of friendship, community and care during the early stages of motherhood.

The 60” spot showcases the highs and lows of parenthood. Narration that begins, “No one tells you how it will feel,” underscores scenes of sleepless nights, piles of washing and moments of loneliness, alongside scenes of pure joy and delight, showing the unpredictable nature of becoming a mother.

Director Mark reflected on the narration, saying, "The team and I loved the idea of the narration being personal, not just an omniscient voiceover with no connection to the deeper story. We borrowed on shared experiences and moments of being parents ourselves, and there was a universal truth here that everyone needs a little nudge of encouragement from time to time."

Drawing on the insight that food is a means of bringing people together and combatting loneliness, Wesson highlights the importance of letting others in and accepting offers of help from the people around you.

Emily Van Walleghem, marketing manager at Wesson’s parent company, Richardson International commented, "As a brand, we are all about bringing people together through the shared experience of food. Whether a big momentous holiday event, or a typical weeknight spent with close family and friends, mealtime is a conduit for connectedness.

“Our spring campaign celebrates new moms in navigating the many ups and downs, while reminding them that they don’t have to do it alone."

Mark Delottinville, executive producer at Big Pig shares his experience of filming the spot. “This particular concept was one of two we shot over two days. When doing two separate concepts for a campaign, you are always worried about how each will turn out and if one will inevitably be stronger than the other, through factors entirely out of your control. What was so lovely about this project is that both spots exceeded expectations on the day, and we were so happy with the final result.”

The work rolls out across select US cities and suburban markets from April 30th on social platforms and connected TV. Media for the campaign was handled by Panoply, whilst Neat Agency handled PR.