Key Takeaways

• Werther’s needed to expand its appeal to a younger demographic by showcasing their product range through unique and inspiring recipes.
• Building on previous efforts, they expanded the ‘Unwind with Werther’s’ hub, used sponsorship, advertorials and product trial at events to deepen engagement and reach.
• Werther’s brand awareness post campaign stood at 96% while 53% of those who recalled the campaign took action.

One page summary

Client Quote

“Following the success of our previous collaboration with Immediate Media, 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”.

Rebecca Robert, Marketing Director, Storck UK

The Challenge

Werther’s, guided by Kantar research, recognised a burgeoning trend in ‘craving buster’ consumption, particularly prevalent during late afternoons and weekends, especially among young families. Seeking to capitalise on these moments, Werther’s partnered with Immediate Media in 2022, aiming to expand its appeal to a younger demographic, aligning with their distinct needs and consumption habits. After a successful first year, and going into 2023, the objectives for the partnership remained the same, namely to showcase the Werther’s Original portfolio range through unique and inspiring recipes, continue spreading the ‘Little Piece of Warmth’ messaging and positioning Werther’s as the perfect on-the-go snack.

The Plan/Execution

Immediate conceived a tailored approach, manifesting in the creation of the ‘Unwind with Werther’s’ hub. This platform showcased Werther’s products through inventive recipes while amplifying the brand’s ‘Little Piece of Warmth’ messaging. Contextually relevant content was crafted to resonate with Immediate brands’ audience passions, spanning cooking (BBC Good Food, olive and delicious.), gardening (BBC Gardeners’ World) and entertainment (Radio Times).

Building on the success of the initial partnership, 2023 saw an expansion of efforts. Immediate enhanced the ‘Unwind with Werther’s’ hub, augmenting its functionality and enriching it with six new recipes, including Toffee and Pretzel Rocky Road and Caramelised Korean Beef. These culinary innovations aimed to inspire and educate home cooks, while adding a disruptive edge to traditional food publications. Moreover, a call-to-action was initiated, encouraging visitors to share their own ‘Little Piece of Warmth,’ fostering a community-driven environment.

Further initiatives were undertaken to deepen engagement and reach. Seasonal updates to the hub’s design were implemented, ensuring relevance and freshness. Magazine cover sponsorships, including olive magazine, granted Werther’s standout visibility. Additionally, print advertorials in BBC Good Food, Olive, and delicious. further brought recipe content to life, aligning with the passions of Immediate brands’ audiences. Werther’s also sponsored the BBC Good Food’s podcast, BBC Countryfile’s outdoor ‘Plodcast’, plus bespoke themed episodes on the Olive podcast. On BBC Gardeners’ World Magazine Podcast, listeners were encouraged to enjoy Werther’s while indulging their passion of gardening. Trial of Werther’s was encouraged at Immediate events attended by 130k people via sampling and goody bags.

Results

• Immediate’s brand uplift study showed 96% awareness of Werther’s Original.
• 53% of those who recalled the campaign took action, such as purchasing the product or cooking a recipe.
• Reach is predicted to increase from 8.9m in 2022 to 10.6m in 2023.
• Social media engagement on BBC Good Food garnered 35k engagements to date.
• Click-through rates on social media increased from 1.72% in 2022 to 2.85% in 2023.
• 7k entries received for the Wall of Warmth initiative.
• OMD achieved fantastic PR coverage, including 10 pieces of additional content reaching approx. 378k additional people