Another brand is joining the movement.
Gone are the days of old-fashioned cooking norms. Wesson is turning heads with its latest campaign, “It Starts With Wesson,” which for the first time ever, features a man as the family chef.
The “It Starts With Wesson” campaign is part of the brand’s 125-year celebration and highlights that pure Wesson cooking oil is the foundation of any great dish, according to a press release.
Launched last October, the campaign features relatable family moments centered around the kitchen. One ad shows a dad making pancakes for his child while mom prepares for work, while another shows a family enjoying Thanksgiving dinner, with a mom relaxed after getting help in the kitchen.
The campaign also includes tips from Wesson’s Test Kitchen Chef, Kyle Andreasen, on deep-frying turkey for the holidays.
“We believe that actively listening to, and being in tune with today’s female consumers keeps Wesson relevant and will help preserve its top spot in America’s pantries for another 125 years,” said the spokesperson of Richardson International, Wesson’s parent company.
To address consumer concerns about rising living costs, Wesson has also adjusted its pricing to offer more value. “The positive response from consumers reinforces our commitment to building trust and advancing the brand,” the spokesperson added.
NEAT Agency, with partners Manic Pixie and Panopoly, developed the campaign with Wesson. Timed for Thanksgiving, the campaign will run on earned editorial, social media, digital, out-of-home, Connected TV, and online video until November 28, 2024.