Celebrating its 125th anniversary, Wesson has launched a holiday campaign titled “It Starts With Wesson,” aiming to connect with today’s families by highlighting the role of cooking in modern households. For the first time, the brand features a male family chef in its ads, showcasing the shift toward inclusive family dynamics. The campaign includes scenes of a father making pancakes for his children and an extended family gathering for a holiday meal, emphasizing how Wesson cooking oil serves as the foundation for great dishes.
Wesson’s campaign, developed with NEAT Agency, Manic Pixie, and Panopoly, spans various media, including social media, out-of-home, Connected TV, and online video, running through November 28. Wesson’s Test Kitchen Chef, Kyle Andreasen, also joins the campaign as a spokesperson, offering holiday cooking tips.
By promoting Wesson’s quality oils under the message “Taste the food, not the oil,” the brand reinforces its commitment to providing reliable, cost-effective products, appealing to a new generation of home cooks while honoring its legacy as an American pantry staple.