Wesson’s Holiday Play: Can Community Marketing Grease the Wheels of a Brand Comeback?

By Ronald King

For generations, Wesson cooking oil was a kitchen staple. But for over two decades, the brand largely faded from the marketing spotlight. This holiday season, Wesson is attempting a significant comeback, launching a $10-15 million campaign centered not on product features, but on fostering a sense of community. The question is: can a heritage brand recapture market share by appealing to consumers’ desire for connection in an increasingly digital world?

Launched earlier this month, Wesson’s campaign focuses on the idea that sharing food builds relationships. It features a heartwarming video ad showcasing a young girl sharing homemade muffins with neighbors, and a robust social media push with Instagram creators sharing #madewithwesson holiday recipes. While the campaign’s emotional core feels familiar, its timing and strategic focus on community raise questions about the evolving landscape of brand marketing.

“The current consumer isn’t simply looking for products; they’re looking for brands that understand their values and reflect their aspirations,” says one marketing consultant familiar with the campaign. “Wesson’s pivot to community marketing is a smart move, but its success will depend on authenticity and consistent messaging.”

A Brand Reawakening

Wesson, established in 1899 and acquired by Richardson International in 2019, spent years as a relatively quiet player in the competitive cooking oil market. The brand underwent a refresh in 2022, signaling a commitment to modernization. However, the current campaign represents a far more ambitious effort to re-establish brand awareness and regain market share.

“There’s a lot of competition in this space,” explains a retail analyst. “Crisco and Mazola dominate, and numerous private label brands are vying for shelf space. Wesson needs to differentiate itself, and heritage alone isn’t enough.”

The company’s consumer research, which informed the campaign’s direction, revealed a deep yearning for community, particularly among busy moms. This resonated with Wesson's marketing team, who saw an opportunity to position the brand as a facilitator of connection.

“We’ve seen great performance out of our social media-focused approach,” said Emily Van Walleghem, Marketing Manager, Wesson, in a press statement. “Our relatable, video storytelling approach has been very effective in connecting with consumers.”

Beyond Holiday Cheer: The Rise of ‘Community Marketing’

Wesson’s campaign isn't an isolated event. It's part of a broader trend of brands emphasizing community and shared values. This shift reflects a growing consumer desire for authenticity and a rejection of traditional advertising that feels impersonal and manipulative.

“Consumers are savvier than ever,” says a brand strategist. “They can spot insincerity a mile away. Brands need to demonstrate genuine commitment to the communities they serve.”

The data supports this claim. Research indicates that a significant percentage of consumers prioritize brands that align with their values and actively contribute to social good. However, simply talking about community isn’t enough. Brands need to walk the walk and demonstrate tangible commitment.

Wesson’s campaign appears to be attempting this through its focus on shared meals and emotional storytelling. The video ad, with its heartwarming depiction of neighborly connection, aims to tap into universal human desires for belonging and connection. However, critics caution that emotional appeals can easily fall flat if they lack substance.

A Competitive Landscape

While Wesson’s strategy is intriguing, the company faces a fiercely competitive market. Crisco, the market leader, has responded with its own recipe-focused social media campaign. However, unlike Wesson, Crisco's campaign doesn’t explicitly emphasize community. Mazola, another major player, is focusing on health benefits and sustainability, a different approach altogether.

Nielsen data reveals that Wesson has already seen a slight increase in market share since the launch of the campaign, rising from 4.5% to 5%. Retail sales have also increased by 10%. However, it’s too early to determine whether this is a sustainable trend or a temporary holiday bump.

“The next few months will be crucial,” says a retail analyst. “Wesson needs to maintain momentum and demonstrate that this campaign is more than just a seasonal promotion.”

Authenticity is Key

The success of Wesson’s strategy ultimately hinges on authenticity. Consumers are increasingly skeptical of brands that engage in “purpose-washing”—making superficial gestures towards social good without making genuine commitments. Wesson needs to demonstrate that its focus on community is more than just a marketing ploy.

“The challenge for Wesson is to build a long-term relationship with consumers based on trust and shared values,” says a marketing consultant. “This requires consistent messaging, genuine commitment, and a willingness to listen to and engage with the community.”

If Wesson can successfully navigate these challenges, it has the potential to not only regain market share but also establish itself as a brand that truly understands and connects with its consumers. However, if the campaign falls flat, it could be another example of a heritage brand failing to adapt to the changing demands of the modern marketplace. The coming months will reveal whether Wesson's bet on community marketing will ultimately grease the wheels of a successful comeback or simply leave a bitter taste.