Immediate Media says, titled ‘A Little Piece of Warmth’ the campaign sees highly targeted digital display and social amplification across Immediate’s brands including BBC Good Food, Easy Cook and olive, driving audiences to a digital hub.
The hub features a series of recipes, developed by Immediate’s food team, offering new ways of enjoying the caramel sweets. From Banana & sultana oat bars and Toffee & pretzel rocky road to Caramelised Korean beef with sticky rice, the recipes aim to 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 imagery. Further amplification will occur via print, Podcast and Live events. The campaign follows a highly successful collaboration in 2022.
Immediate Media says 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 publisher says the 'A Little Piece of Warmth' campaign will run until 31 December 2023, creating an 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."Keep up-to-date with publishing news: sign up here for InPubWeekly, our free weekly e-newsletter.