Werther’s Original announces £3m 2020 autumn ad campaign


Werther’s Original is returning to screens this September with a new TV advert as part of its £3 million 2020 campaign.

While the company is the number one brand within the caramels segment (1), the ad aims to help drive consumer awareness throughout autumn, whilst appealing to a younger audience.

It will feature the tagline, ‘What’s your little piece of warmth?’ – showcasing the versatility of products available.

The advert will focus on the Werther’s Original favourites: the classic Butter Candies (135g), unique Creamy Filling (125g) and the delicious Creamy Toffee (135g) bags all with an RRP for £1.24.

Three separate scenes will be shown of people of all ages enjoying the Werther’s warmth in different situations – from relaxing on the train, to the comfort of a campervan sat under the stars, to walking the dog in the park.

Last year, Werther’s Original TV generated an uplift in sales of +26% on average (2), and this latest TV campaign is set to continue this trend.

Andy Mutton, managing director, Storck UK, comments: “Werther’s Original sweets have been enjoyed by many for decades – for some, they’re as comforting as a warm mug of tea.

“The new TV ad sets out to appeal to a new generation of younger adult shoppers, by demonstrating the versatility of our products for different occasions.

“Werther’s can bring a piece of warmth to people’s lives – whether it’s whilst enjoying special times with loved ones or quiet times out walking. Werther’s Original is a great accompaniment to bring you joy and warmth, no matter what the occasion.”

The advert will run across prime-time TV programmes and cinemas from the 7th September until the 8th November.


1 IRI Aztec Data Total Market MAT to 12.07.2020
2 EPOS 2019 Grocery Retailers