Werther’s Original, the popular confectionery brand, and Immediate Media have joined hands for a multi-platform campaign aimed at inspiring home cooks. The campaign, named ‘A Little Piece of Warmth,’ will introduce the audience to the Werther’s Original collection through a series of unique recipes and content.
The campaign includes targeted digital display and social amplification across Immediate’s brands, such as BBC Good Food, Easy Cook, and Olive. It directs audiences to a digital hub filled with innovative recipes by Immediate’s food team. These recipes feature Werther's Originals candies in new and exciting ways, including Banana & Sultana Oat Bars, Toffee & Pretzel Rocky Road, and Caramelised Korean Beef with Sticky Rice.
Immediate’s content studio, Imagine, oversees the creative development and execution of the campaign, creating enticing video content and imagery. The campaign will be further amplified via print, podcast, and live events, following a successful collaboration in 2022.
The campaign includes a digital ad takeover of BBC Good Food and a video-first social amplification strategy that invites consumers to participate in a competition. Winning entries will be displayed on the campaign's 'wall of warmth', both online and on social media.
In terms of print activation, Olive magazine will feature a cover sponsorship by Werther’s Original, inviting caramel lovers to try new recipes featuring Werther's candies. Additionally, advertorials will appear across Immediate’s portfolio, including BBC Good Food, BBC Gardeners’ World, and Radio Times.
Throughout the summer, Werther’s Original will also be featured at several BBC Good Food Shows. Furthermore, the campaign will include a podcast sponsorship of BBC Good Food’s Tom Kerridge podcast and an outdoor 'Plodcast' with BBC Countryfile.
The 'A Little Piece of Warmth' campaign will continue until December 31, 2023, aiming to create a lasting impression during the year's second half. Through this initiative, Werther's Original and Immediate Media hope to share delicious recipes with a wide audience, creating memorable moments and adding a little warmth to people's lives.
