May 8, 2025 – Memphis, TN – This Mother’s Day there won’t be a dry eye in the room when Wesson cooking oil debuts a touching homage to new moms. Wesson cooking oil’s new spot “Caring starts with Wesson,” is an extension of the “It Starts with Wesson” brand platform, targeting millennial moms.
The integrated campaign celebrating new moms was inspired by new Wesson consumer insights. It acknowledges Mom’s lived experience, the crucial role of the women in their lives, and the power of a shared meal in creating a supportive sense of community.
“Wesson’s research reveals that moms long for a supportive community. We think there is a role for Wesson to play in bringing women together over food, at the pivotal moment of becoming a mom for the first time,” says Emily Van Walleghem, Marketing Manager, Wesson. “The business success of our previous campaign revealed that consumers like to engage with Wesson’s longer format storytelling and the 60 second spot allows us to share the “Caring Starts with Wesson” concept in a meaningful way.”
Wesson research: moms yearn for a village
In the Wesson research*, moms revealed family and community are everything. They yearn for a village, one where people support one another without expecting anything in return. They also view friendships as a form of self-care but acknowledge it’s difficult to maintain good friendships given the high-pressure job of parenting.
This understanding of the Wesson consumer inspired the new ad concept which depicts the joy and struggles mom feels at the start of her parenting journey, and demonstrates the importance of friendship, matriarchal wisdom – and a helping hand in the kitchen – for new moms to feel supported.
In the spirit of encouraging a greater sense of community for moms, social media influencer partners produced content celebrating mom with the gift of food. One video shows how to make beautiful donuts decorated with edible flower petals as a Mother’s Day gift to a friend, and another has a boy learning how to make lemon ricotta crepes for mom with his aunt. Many moms believe it’s important that their kids know how to make staple foods and Wesson supports that idea by depicting a child making breakfast.
The campaign debuted April 30 across social media platforms and connected TV in select markets across the USA. It was created by Manic Pixie, with PR and social media amplifications by NEAT Agency, and media planning by Panoply.
-30-
*In depth consumer research, including 100 moms from across America, was conducted by Okay Human on behalf of Wesson in December 2024.
About Wesson
Wesson Oil, made in Memphis, Tennessee, is among America's favorite cooking oil brands. Established in 1899, Wesson is trusted by home cooks and professional chefs alike. Over the last 125 years, Wesson has become a hardworking kitchen staple and go-to ingredient for generations of cooks. The quality of its cooking oils ensure that the recipe ingredients always take center stage. Wesson is owned by Richardson International which acquired the brand in 2019 and immediately began investing in the brand to modernize and innovate. In 2022, Wesson underwent a brand refresh and began marketing again after a hiatus of more than two decades. Wesson is available at grocers across the USA. For more information and recipes, visit purewesson.com.
