Werther’s Original Exclusive Partnership with Immediate Media to Launch "A Little Piece of Warmth" Campaign

Published: 05 Jul 2023

Werther's Original, the beloved confectionery brand and Immediate Media have announced an exclusive multi-platform campaign inspiring Immediate’s audience of home cooks to sample the Werther’s Original collection through a series of bespoke recipes and content.

Titled ‘A Little Piece of Warmth’ the campaign sees highly targeted digital display and social amplification across Immediate’s market leading brands including BBC Good Food, Easy Cook and olive, driving audiences to a digital hub.

The hub features a series of innovative recipes, developed by Immediate’s food team, offering new ways of enjoying the nation’s favourite caramel sweets. From Banana & sultana oat bars and Toffee & pretzel rocky road to Caramelised Korean beef with sticky rice, the recipes encourage Immediate’s home cooks to incorporate Werther’s Originals candies into their baking and cooking.

Immediate’s content studio, Imagine, has overseen the creative development and execution of the campaign, including video content and enticing imagery. Further amplification will occur via print, Podcast and Live events. The campaign follows a highly successful collaboration in 2022.

The campaign includes a digital ad takeover of BBC Good Food and video-first social amplification, inviting consumers to a competition hosted on the campaign microsite. Select entries will be showcased on the campaign's 'wall of warmth' both online and on social media.

Meanwhile the campaign’s print activation will see an olive magazine cover sponsorship, inviting caramel lovers to explore new ways of enjoying Werther’s Original candies. It will also see advertorials in titles across the portfolio, including BBC Good Food, BBC Gardeners’ World and Radio Times, reaching Immediate’s passionate and scaled audiences.

Werther's Original will also have a presence at a series of BBC Good Food Shows over the Summer.

Finally the campaign will include a Podcast sponsorship of BBC Good Food’s Tom Kerridge podcast, and an outdoor ‘Plodcast’ with BBC Countryfile, plus continuing a bespoke sponsorship of the Olive podcast.

The 'A Little Piece of Warmth' campaign will run until 31 December 2023, creating a lasting impression throughout the second half of the year.

Rebecca Robert, Marketing Director, Storck UK says: "Following the success of our previous collaboration, we’re excited to reach new audiences and share our delicious recipes with even more people. We chose Immediate as the home of some of the UK’s most trusted, widely reached and most credible brands. Together, we aim to create memorable moments and bring a little piece of warmth to people's lives”.

Sam Pietrasiewicz, Senior Partnerships Manager at Immediate, adds: "We are thrilled to join forces with Werther's Original once again. Drawing on the momentum of last year's successful campaign, we bring the full power of our world-class content studio, unparalleled food knowledge as the home of the UK's no. 1 food brand, and an extensive array of publishing platforms. This gives Werther's Original an ideal opportunity to engage with a highly receptive audience, igniting their curiosity and inviting them to sample the delights of the Werther's Original collection."

For more information visit https://advertorial.immediate.co.uk/werthers/unwind-with-werthers/

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About Immediate Media Co:

Immediate Media Co is the special interest content and platform company, home to over 1,000 people in London, Bristol, Nottingham and Manchester.

We own and operate some of the best-loved brands in the UK. And we only focus on special interest markets, engaging over 75 million people globally each month, with world-class content, innovative new products and services and live events.

We are a purpose-driven business, to create more happiness and fulfillment each day by helping everyone do what they love, creating content and experiences to inspire our audience’s passions in cooking, gardening, entertainment, and beyond.

Immediate operates over 70 consumer brands and sells over 51 million magazines each year. With over 1.3 million active subscribers across print and digital, we are the UK’s leading publisher by subscribers. Immediate is the market leader in many of the sectors we operate in, including food, gardening and children’s publishing.

Our brands include Radio Times, BBC Good Food, olive, BBC History magazine, BBC Gardeners’ World magazine, Girl Talk, and MadeForMums. We publish BBC Top Gear on behalf of BBC Studios and children’s titles for LEGO and Disney.

Immediate Live, our live events business, is the UK’s leading organiser of unmissable consumer events. We create premium events and experiences that connect and inspire our audiences, including BBC Gardeners’ World Live, the Good Food Show, London Art Fair, The Cycle Show, Move It, The Festival of Quilts and the Hampton Court Food Festival.