Motherhood is demanding — and there is no blueprint for success.

New mothers are overwhelmed and research conducted by Okay Human for Wesson in December 2024 found 65% of parents experience loneliness, while 62% are burnt out by parental responsibilities.

Friends can help. While millennial mothers view friendships as a form of self-care, the pressures of parenting can make them tough to maintain.

The brand’s new integrated campaign — “Caring Starts With Wesson”  — acknowledges their joys and exhaustion and the crucial need to bond with others — often over a shared meal.

The creative by Manic Pixie runs on social media platforms and connected TV in select markets. Media planning is by Panoply. The campaign is an extension of the “It Starts with Wesson” brand platform.

Social-media influencer partners also produced content celebrating moms by gifting food. One video shows how to make beautiful donuts decorated with flower petals for a friend. Another has a boy's aunt teach him how to make lemon crepes for his mom.

“Wesson's research reveals that moms long for a supportive community. We think there is a role for Wesson to play in bringing women together over food, at the pivotal moment of becoming a mom for the first time,” said Emily Van Walleghem, Wesson marketing manager.

Wesson is owned by Richardson International which acquired the brand in 2019 and began investing modernizing the brand. In 2022, Wesson underwent a brand refresh and began marketing again after a hiatus of more than two decades.