Role: Copywriter & Pre-Production Producer

Medium: Broadcast Television

Industry: CPG / Food / Baking

Brand Focus: Wesson Canola Oil

Easter Brunch Branded Television Segment

The Objective:

Easter is a major home-entertaining holiday, and Wesson needed to position its canola oil as an essential baking ingredient—without feeling instructional or overly branded—within a festive, family-friendly lifestyle segment.

The Copy

Opening Hook

Easter is one of the biggest home-entertaining holidays of the year — especially when it comes to mealtime.

Feature → Benefit

  • Canola oil → Moist, fluffy cake texture

  • Neutral taste → You taste the cake, not the oil

  • Trusted brand → Used by home and professional bakers for 125 years

CTA

Visit PureWesson.com to try the Easy Easter Surprise Cake recipe and find Wesson Canola Oil at a store near you.

  • Easter is one of the biggest home entertaining holidays of the year - especially meal time.  My favorite part of the holiday meal is dessert - except we’re not waiting to serve it once Easter dinner is over! We’re starting dessert early. 

    Today we’re going to show you a creative dessert idea for brunch that’s a hot food trend right now, and will wow your guests… Check out this Easy Easter Surprise Cake. Festive with Easter decorations, as you slice a piece, you’ll enjoy an avalanche of Easter candy treats that will be especially exciting for the kids! It looks impressive, right? Maybe a little intimidating, but it’s easier to make than you think. 

    Here’s how it comes together. Essentially, it's all the usual cake-baking steps - only you add the candies after the cake has cooled, and then finish it with icing and gold leaf decor on top. 

    But a really important first step in making the cake batter is to pick the right oil. Oil is critical to getting that moist, fluffy texture. My favorite for baking is Wesson canola oil – its light and delicate taste makes it a great foundation for any recipe.

    Wesson has been used by professional and home chefs and bakers for 125 years, and for good reason. Its pure product means you taste the cake, not the oil – and you get that amazing texture that really makes this dessert.

    Wesson’s 100% pure Canola oil is also a good-for-you choice that’s preservative-free, cholesterol-free, and contains zero grams of trans fats per serving. It’s a must-have in the pantry if you love to bake. 

    To try Wesson’s Easy Easter Surprise Cake recipe for your family, visit PureWesson.com and find where to buy Wesson Canola Oil at a store near you. Happy baking and have an even happier Easter! 


The Result

Script messaging written by me. I also made the cake on set! Produced and edited in collaboration with Wesson and the amazing team at Presley Media.

Omnichannel Adaptation (Specs)

Paid Social Headline

Start dessert early this Easter.

Short-Form Video Caption

A cake that surprises with every slice
Bake it better with Wesson Canola Oil

Email Subject Line Options

  • A sweeter way to celebrate Easter

  • The secret to a moist Easter cake

  • Dessert just got an Easter upgrade

Landing Page Hero

Headline:
Bake something unforgettable this Easter.

Subhead:
Create a moist, fluffy Easter Surprise Cake with Wesson’s 100% pure Canola Oil.

CTA Button:
Get the Recipe

Previous
Previous

Cigar & Scotch Club (Print Spec)

Next
Next

SNAP Wellness (Short Form Video)