Wesson Celebrates Generosity and Kindness this Holiday Season

This holiday season, cooking oil brand Wesson has launched ‘Giving Starts with Wesson’, a continuation of its ‘It Starts with Wesson’ brand platform and a reminder of the importance of generosity and compassion throughout the festive period.

Developed by Toronto-based agency Manic Pixie and produced by Big Pig Production Co. with direction from Mark Rozeluk, the spot centres around the idea that food is best when it's shared and enjoyed together.

Featuring a little girl and her mum hard at work in the kitchen baking muffins for her friends and classmates, she is inspired to bake a fresh batch for her widowed neighbour, helping to ease her loneliness through an act of kindness and friendship.

“We wanted to create something touching and feel-good that nodded to the giving spirit of the holiday season,” says the team at Manic Pixie. “The season can be a lonely time of year for some, so small gestures and moments of connection can be incredibly meaningful.”

Big Pig Production Co. producer, Mark Delottinville, added, “What stood out most for me was the teamwork required to pull off two full campaigns in a few days. It’s an ambitious timeline, and it would’ve been easy for one project to take the spotlight. Instead, both found their voice. I’m so proud of the entire crew and thrilled to see the work launch this holiday season."

Encouraging audiences to get involved in the spirit of the campaign, QR codes drive consumers to download the exact muffin recipe featured in the spot, as well as a number of other holiday favourites from Wesson’s catalogue.

The work rolled out across US cities spanning OOH, social, connected TV and cinema.