Wesson Launches Heartwarming 'Caring Starts with Wesson' Campaign Honoring New Moms This Mother's Day
This Mother's Day, Wesson cooking oil is launching a heartfelt campaign designed to honor new mothers and acknowledge their vital roles in the community. Titled "Caring Starts with Wesson," the campaign builds on the brand's previous slogan, "It Starts with Wesson," and is aimed specifically at millennial moms. With emotional storytelling and compelling visuals, Wesson seeks to create a supportive platform for mothers during their transformative journey of parenthood.
The new advertisement revolves around insights gathered from Wesson's recent consumer research, which found that many mothers long for a sense of community and support. According to Emily Van Walleghem, the Marketing Manager at Wesson, these insights fueled the heart of the campaign. "Moms have expressed a desire for a village—people around them who can lend support without any expectations. Our aim is to play a role in fostering that community, especially through the power of shared meals," she stated.
Wesson's campaign reflects a deep understanding of the challenges that new moms face. Through the lens of relatable experiences, the advertisement captures both the joyful moments and struggles that accompany the beginnings of motherhood. It emphasizes the significance of close friendships and the wisdom that comes from previous generations, showcasing how a simple helping hand in the kitchen can make a significant difference.
To further amplify the campaign's message, Wesson partnered with various social media influencers. They created engaging content focused on celebrating motherhood through food. One highlight includes a tutorial on crafting stunning flower petal donuts as a Mother’s Day gift, while another features a touching moment where a boy learns to make lemon ricotta crepes with his aunt. This aspect of the campaign hits home for many mothers who believe it's critical for their children to learn how to prepare staple dishes. The visual narrative illustrates children helping in the kitchen, reinforcing the idea of shared responsibilities and communal support.
The campaign debuted on April 30, 2025, and is being promoted through various social media channels and connected TV in selected markets nationwide. Creative agency Manic Pixie contributed to the development of the advertisement, while NEAT Agency managed public relations efforts and social media amplification. The media strategy was orchestrated by Panoply, ensuring a comprehensive reach among target audiences.
Wesson, a beloved cooking oil brand established over 125 years ago in Memphis, Tennessee, has garnered a reputation as a trusted choice among home cooks and professional chefs alike. The brand has recently undergone significant revitalization under Richardson International, which acquired Wesson in 2019 and initiated efforts to modernize and innovate the brand. The latest campaign serves as a testament to their commitment to connect with consumers across generations, reinforcing the brand's place in American kitchens.
In-depth research conducted by Okay Human involving 100 mothers from various backgrounds provides the backbone for the campaign, offering insights into the collective needs and aspirations of moms today. As Wesson continues to evolve, the "Caring Starts with Wesson" campaign aims to foster heartfelt connections, celebrate new experiences, and create a space for moms to share both challenges and joys at the dinner table. For more engaging recipes and information about Wesson products, visit purewesson.com.
The emotional weight of this campaign is sure to resonate with many, sparking a movement of togetherness and support among mothers everywhere, making this Mother's Day truly special.
The new advertisement revolves around insights gathered from Wesson's recent consumer research, which found that many mothers long for a sense of community and support. According to Emily Van Walleghem, the Marketing Manager at Wesson, these insights fueled the heart of the campaign. "Moms have expressed a desire for a village—people around them who can lend support without any expectations. Our aim is to play a role in fostering that community, especially through the power of shared meals," she stated.
Wesson's campaign reflects a deep understanding of the challenges that new moms face. Through the lens of relatable experiences, the advertisement captures both the joyful moments and struggles that accompany the beginnings of motherhood. It emphasizes the significance of close friendships and the wisdom that comes from previous generations, showcasing how a simple helping hand in the kitchen can make a significant difference.
To further amplify the campaign's message, Wesson partnered with various social media influencers. They created engaging content focused on celebrating motherhood through food. One highlight includes a tutorial on crafting stunning flower petal donuts as a Mother’s Day gift, while another features a touching moment where a boy learns to make lemon ricotta crepes with his aunt. This aspect of the campaign hits home for many mothers who believe it's critical for their children to learn how to prepare staple dishes. The visual narrative illustrates children helping in the kitchen, reinforcing the idea of shared responsibilities and communal support.
The campaign debuted on April 30, 2025, and is being promoted through various social media channels and connected TV in selected markets nationwide. Creative agency Manic Pixie contributed to the development of the advertisement, while NEAT Agency managed public relations efforts and social media amplification. The media strategy was orchestrated by Panoply, ensuring a comprehensive reach among target audiences.
Wesson, a beloved cooking oil brand established over 125 years ago in Memphis, Tennessee, has garnered a reputation as a trusted choice among home cooks and professional chefs alike. The brand has recently undergone significant revitalization under Richardson International, which acquired Wesson in 2019 and initiated efforts to modernize and innovate the brand. The latest campaign serves as a testament to their commitment to connect with consumers across generations, reinforcing the brand's place in American kitchens.
In-depth research conducted by Okay Human involving 100 mothers from various backgrounds provides the backbone for the campaign, offering insights into the collective needs and aspirations of moms today. As Wesson continues to evolve, the "Caring Starts with Wesson" campaign aims to foster heartfelt connections, celebrate new experiences, and create a space for moms to share both challenges and joys at the dinner table. For more engaging recipes and information about Wesson products, visit purewesson.com.
The emotional weight of this campaign is sure to resonate with many, sparking a movement of togetherness and support among mothers everywhere, making this Mother's Day truly special.
Topics Consumer Products & Retail）
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