Iconic American cooking oil brand Wesson marks its 125th anniversary by launching a new out-of-home (OOH) campaign that flips gender roles.
Developed by NEAT Agency, Manic Pixie, and Panoply, "It Starts With Wesson" sees the brand cast a man in the role of a family chef for the first time in the company's history.
The casting decision features prominently in Wesson's new out-of-home ads, significantly changing the dynamic of a standard cooking ad.
Emily Van Walleghem, marketing manager at Richardson International (Wesson's parent company), said in a press release that the campaign is the result of the company actively listening to its female consumers, which will help it continue to stay relevant for another 125 years.
"Additionally, 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 concluded.
The OOH ads build upon the campaign, which positions Wesson as the first step to a great dish.
The campaign is also supported by a pair of spots produced by Big Pig that see families enjoying meals #MadeWithWesson.
It runs across OOH, digital programmatic, earned editorial, home, social media, Connected TV, and online video through November 28.
This brand strategy brings something new to the table, giving Wesson a fresh update.
Brands looking to bring a shift to their marketing tactics can take a page out of Wesson's book.
125 Years of Good Food
For 125 years, Wesson has been the cooking oil of choice for generations of home cooks and professional chefs.
Established in 1899, the historic brand was acquired by Richardson International in 2019.
A 2022 rebrand gave the entire Wesson product range an updated look while also revitalizing Wessom's marketing after a two-decade hiatus.
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Since then, the brand has focused on marketing to culinary enthusiasts, sharing recipes and tips on its channels.
Brands have become more gender conscious over the years, being careful to avoid stereotypes and instead promote inclusivity.
Aside from Wesson, Snoop Dogg promoting women's slip-ons in a Sketchers campaign is a great example.
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