Werther’s Original

The Original Fall Flavor and Holiday

The ask

Make Werther’s Original the go-to Fall caramel

The Concept write-up

Fall is a time of year treasured by many because we’re hard-wired to value what Fall stands for — comfort, connection, and what the scientists call psychological warmth—especially things like tastes, smells, and traditions from our childhood.

These blissful reminders of a time when life was sweet of course include The Original Fall Flavor….Werther’s Original caramels

The plan

We developed a 360° plan to tackle all aspects of the consumer journey: from initial awareness in TV, OLV, and multiple social channels using product flavor-focused and targeted baking-specific content through e-commerce lasting through the holiday season.

Social

We seeded our Fall campaign through the usual Social channels: Facebook, Instagram, and Pinterest - ranging from seasonal flavors focus to aspirational caramel creations with recipes and lifestyle imagery. We aided our paid and organic social strategy with an influencer program to expand and amplify our Fall flavor coverage.

baking

To create enthusiasm, we partnered with DishWorks and Delish to develop unique caramel creations to inspire our consumers to try themselves as we drove them from our social channels to the Werther’s Original recipe page using videos and photos of these delicious recipes.