IT STARTS WITH WESSON
”MUFFINS”
A Simple Batch of Muffins Becomes a Recipe for Connection
For the holiday season, Wesson is inspiring Americans to rediscover the joy of simple acts of giving with a new campaign titled “Muffins.” Rooted in the brand platform “It Starts With Wesson,” the campaign positions the heritage cooking oil brand as a trusted companion in creating moments of warmth and togetherness—both big and small.
Debuting for U.S. Thanksgiving, the heartwarming 60-second film brings that idea to life through the universal language of food. It reminds viewers that the moments that matter most aren’t always the grand family dinners, but the everyday gestures that bring people closer together.
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Food Brings Us Together — and Wesson Helps It Happen.
To bring the story off-screen, QR codes featured in the creative invite viewers to download the exact muffin recipe seen in the film, along with other holiday favourites from Wesson’s recipe collection.
The work extends across digital, social, connected TV, cinema, and out-of-home placements (billboards, transit shelters, buses, and airport screens) in select U.S. cities.
Credits
CLIENT: WESSON
Marketing Manager: Emily Van Walleghem
AGENCY: Manic Pixie
Creative Director: Mark Rozeluk
Associate Creative Director: Sasha Downer
Associate Creative Director: Yan Li
Production
Director - Mark Rozeluk
Producer - Mark Delottinville
Line Producer - Denise Bodan
AD - Conor M. O'Brien
2nd AD - Danielle Milligan
Make Up - Divya Asnani
Wardrobe - Fredsonn Silva Aguda
PA - Alexander Efimov
PA - Jordan Takacs
PA - Ernesto Largaespada
Craft - Paul Michon
Craft Assistant - Maxwell McWhinnie
DOP - Peter Schnobb
1st AC - Roy Zheng
2nd AC - Vy Nguyễn
DMT - Brian Lanigan
Steadicam - Michael Distefano
Photography - Jessica Crandlemire
Gaffer - Ibrahim Issa
Best Person Electirc - Timur Aliev
Electric - Nate Wood
Key Grip - Shane Azam
Best Person Grip - Yevgenia ‘Jane’ Lukashova
Grip - Chris Atkins
Package Truck Drivers - Donovan Edwards
Production Designer - Logan Graham Greene
Set Dec - Sarah Delano
Set Dec - James Crawford
Set Dec - Ira Goldman
Set Dec - Arantxa Mirabal
Post Production
Editor - Mark Rozeluk
Colour - Kookaburra Colour Ltd
Colourist - Yuri Cabrera
Producer - Melody Chan
Composer - Felipe Tellez
Casting
Hallihan Casting
Casting Director - Ian Bender
Casting Director- Ashley Hallihan, CDC