Care Starts With Wesson
Agency: Manic Pixie
Copywriter: Sasha Downer
Care isn’t said. It’s made.
Reframing a legacy cooking brand around connection, care, and real behavior.
The challenge
A legacy brand losing relevance with modern families
The audience
Suburban moms carrying a heavy, often invisible load
The goal
Drive usage and sales by reconnecting the brand to real life moments
Moms don’t just cook.
They carry everything.
And care shows up in what we make.
It Starts With Wesson → Caring Starts With Wesson
We shifted from product truth to human truth.
Cooking is where care begins.
The Work
Spring & Mother’s Day
Digital-first campaign
Thanksgivings
Full campaign across video, social, and OOH
Thanksgiving isn’t just about gathering, it’s about giving. Joy is something we pass on, often through the simplest gestures. Food becomes the way we do that, a way to show care beyond the table and connects us to each other.
Motherhood is full of invisible work. Care becomes something you give constantly, with little left for yourself. This is a reminder that care isn’t just something you provide, it’s something you deserve. And sometimes, the hardest part is letting someone show up for you.
Not one campaign. A system.
Emotional video as the anchor
Recipes tied directly to the story
Social built for testing and iteration
OOH to reinforce recall
What I pushed for
Brought recipes into paid as performance assets
Pushed video-first execution across campaign and recipes
Tested storytelling vs straightforward recipe posts
Captured BTS and in-situ content to add emotional depth
Working with constraints
No budget for OOH-specific shoots.
We used recipe photography to drive appetite appeal, and added QR codes in high-dwell placements to test real-world engagement.
+30% ad recall lift
57%+ YouTube completion
Emotional storytelling drives attention.
Utility drives action.
Consistency across channels drives recall.
99% CTV completion
25M digital impressions
Emotional content outperformed recipe-only
Longer video performed better than expected
Real moments worked harder than studio-only content
OOH + digital together increased recall
My Role
Led art direction across campaign and content system
Helped shape the creative platform across moments
Worked with media to align creative with performance
Drove testing and iteration across formats and content
Channels
Video
Paid social
Recipe content
OOH
Influencer / BTS
Spanish-language adaptation