Werther's Original and English Heritage Launch Partnership

Iconic confectionery brand Werther's Original has partnered with English Heritage on a nationwide on-pack promotion offering consumers the chance to win exclusive heritage experiences and family memberships. The partnership celebrates family moments by aligning Werther's Original with one of the UK's most beloved heritage organisations, while helping English Heritage reach millions of shoppers through Werther's Original's nationwide retail footprint. The campaign will also be supported with BVOD, OOH and social activations by Havas Media UK.

Customers who purchase participating packs can enter a prize draw to win one of three holiday cottage stays, each including a three-night weekend or four-night mid-week break at an English Heritage property, exclusive 24-hour site access, free entry to other English Heritage locations during the stay, a welcome hamper and 10% discount across English Heritage shops and cafés. Sixty runner-up prizes of annual family memberships are also available, offering unlimited access to over 400 sites for two adults and up to six children per accompanying adult. All entrants will receive a 2-for-1 entry offer to English Heritage sites.

The campaign aims to help Werther’s build consideration through its association with a beloved British institution, offering consumers unique heritage experiences that reinforce the brand’s values and appeal. The partnership will run from 1st September 2026 to 14th February 2027 across the brand's top five best-selling products, including the iconic Butter Candy. The experience will run nationwide across all major retailers, online platforms and convenience stores.

Rather than traditional discount-led promotions, the partnership brokered by Havas Market UK’s Loyalty and partnerships team rewards consumers with memorable experiences rooted in Britain's heritage, reflecting growing demand for experience-led loyalty programmes.

Havas Market UK also partnered with Havas Media UK to develop an integrated media strategy targeting Werther's core 45+ audience, featuring broadcast VOD with shoppable ad units, programmatic video, social activations using AI-optimised creative and out-of-home advertising with English Heritage branding across key UK cities.

The campaign leverages Havas' proprietary Converged AI tool for audience planning and targeting across all digital channels.

Rebecca Robert, marketing director, Storck UK, said, “Werther’s Original and English Heritage are two iconic heritage brands with connection at their core, making this a natural partnership for us. We know shoppers are increasingly looking for opportunities to spend more time outdoors connecting with family and friends. Through this promotion, we’re excited to offer shoppers added value by encouraging more people to connect with the past through exploring some of the UK’s most loved heritage sites. At the same time, the campaign gives retailers a strong opportunity to drive engagement and excitement within the confectionery aisle.”

Ruth Blazye, income, growth and marketing director, English Heritage, said, “We’re delighted to be partnering with Werther’s Original this Autumn. From Stonehenge to Hadrian’s Wall, to Dover Castle, we are a charity which cares for over 400 of England’s historic sites, and this partnership helps us open them up to even more people.

Werther’s Original shares our belief that these places should be for everyone, not just those who already know about them. With their support, we can look after these sites for future generations, while giving more people the chance to slow down and rediscover somewhere new, whether that’s a castle for the day or a walk through the countryside.”

David Pickles, EVP of loyalty and partnerships, Havas Market UK, said, "The most effective partnerships are built around a shared audience truth rather than category alignment alone. Werther's Originals and English Heritage are both iconic heritage brands that represent quality, heritage and shared family moments. This campaign shows how value-in-kind partnerships can build loyalty and drive consideration by giving customers something genuinely valuable.”