A Simple Batch of Muffins Becomes a Recipe for Connection
Manic Pixie’s new holiday campaign for Wesson captures the simple joy of giving.
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.
Created by Toronto-based boutique agency Manic Pixie, the story follows a young girl and her mother as they bake muffins for her classmates. When the girl notices her elderly neighbour spending the evening alone, she’s inspired to bake another batch to share with her—showing that connection can begin with something as simple as a muffin. Set to Maybe This Time by The Good Lovelies, the spot captures the spirit of kindness, togetherness, and community that defines the season.
“We wanted to create something touching and feel-good that nodded to the giving spirit of the holiday season,” says Mark Rozeluk, Founder and Chief Narrative Officer at Manic Pixie, who also directed and edited the spot. “The season can be a lonely time for some, so small gestures and moments of connection can be incredibly meaningful.”
“At Wesson, we believe food has the power to bring people together in meaningful ways,” says Emily Van Walleghem, Marketing Manager, Wesson. “For 125 years, Wesson has been part of countless family traditions. This campaign celebrates how even the simplest recipes can create real moments of connection, and how giving can start with something as small as a muffin.”
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.
This marks Manic Pixie’s second campaign for Wesson, following its heartwarming Mother’s Day work earlier this year. Both were created under the “It Starts With Wesson” brand
Platform.
Credits
Brand Platform: It Starts With Wesson
Spot Title: Muffins
URL: www.purewesson.com/holiday-recipes/
Client: Wesson
Manager, Marketing: Emily Van Walleghem
Marketing Specialist: Ferro Krysko
Marketing Coordinator: Ella Vincent
Agency: Manic Pixie
Creative Director: Mark Rozeluk
Strategy: Lindsay Prajza
Associate Creative Director: Sasha Downer
Photography: Jessica Crandlemire
Media Agency: Panoply
Strategist: Bianca Di Loreto
VP, Media & Innovation: Nicholas Landry
Production Company: Big Pig Production Co.
Producer: Mark Delottinville
Director: Mark Rozeluk
Director of Photography: Peter Schnobb
Editorial: Manic Pixie
Editor: Mark Rozeluk
Post Production: Kook Colour
Colourist: Yuri Cabrera
Producer: Melody Chan
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