Wesson Celebrates 125 Years with a Progressive Holiday OOH Campaign

Wesson, the iconic American cooking oil brand, marks its 125th anniversary with a bold new out-of-home (OOH) campaign that challenges traditional gender roles. In collaboration with NEAT Agency, Manic Pixie, and Panoply, the campaign, titled "It Starts With Wesson," introduces a significant shift by casting a man in the role of a family chef—breaking away from the usual female-centric portrayal in cooking ads.

A New Approach to Family Cooking Ads

This progressive casting decision is a key feature of the new OOH advertisements, which aim to change the dynamic of typical cooking-related commercials. The brand’s decision to feature a man as the central chef represents a refreshing change, reflecting evolving societal norms and promoting a more inclusive narrative.

Emily Van Walleghem, marketing manager at Richardson International (Wesson's parent company), shared that this campaign was born from actively listening to their female consumers. This approach is intended to keep the brand relevant and resonant with a modern audience for another 125 years.

"As the cost of living remains a concern for our consumers, we've refined our pricing earlier this year to provide greater value. The positive response from consumers reinforces our commitment to building trust and advancing the brand," she noted in a press release.

Wesson’s Commitment to Building Trust

The "It Starts With Wesson" campaign doesn't just stop at OOH ads. It extends to various media, including digital programmatic ads, earned editorial, social media, Connected TV, and online videos, running through November 28. The campaign emphasizes that Wesson is the first step to a delicious and well-made dish, focusing on making everyday meals feel special.

Big Pig, the creative team behind the campaign, also produced a series of spots showcasing families enjoying meals #MadeWithWesson, further solidifying the brand’s presence across multiple platforms.

A Fresh Update for a Historic Brand

Wesson’s 125th anniversary isn’t just a celebration of the past; it’s a reinvention of the future. After being acquired by Richardson International in 2019, Wesson underwent a rebrand in 2022, giving its entire product range a refreshed look. This marked a significant shift for the brand, which had been relatively quiet in the marketing sphere for the past two decades.

The rebrand signaled Wesson’s renewed focus on engaging culinary enthusiasts by sharing recipes, cooking tips, and connecting with modern consumers. Over time, brands like Wesson have become more conscious of gender stereotypes, opting instead to foster inclusivity in their campaigns.

Breaking Stereotypes in Advertising

Wesson’s progressive campaign aligns with a broader trend in marketing, where companies are increasingly aware of gender dynamics and the need to challenge outdated stereotypes. By flipping traditional gender roles, Wesson is not just selling a product; it is starting a conversation about inclusivity in everyday life.

Wesson isn't the only brand breaking barriers. A notable example is Snoop Dogg’s campaign with Skechers, where he promoted women’s slip-ons, challenging typical gender norms in footwear advertising.

Conclusion

As Wesson celebrates its 125th anniversary, the "It Starts With Wesson" campaign exemplifies how brands can remain relevant by evolving with the times. Wesson’s bold approach to gender representation in cooking ads serves as a model for other brands looking to challenge conventions and innovate in their marketing strategies. The positive consumer response highlights the importance of listening to your audience and staying true to your brand’s values while embracing change.

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