Bringing together two trusted heritage brands to give shoppers more than just a sweet treat, creating meaningful moments that drive engagement, footfall and basket spend.
Werther’s Original is launching a new on-pack promotion in partnership with English Heritage, giving shoppers the chance to unlock value-led rewards while helping retailers drive engagement in the confectionery aisle.
Running from 1st September 2026 to 14th February 2027 across selected Werther’s Original packs, the promotion will offer shoppers 2-for-1 entry to English Heritage sites, alongside the chance to win annual memberships and cottage holidays.
The campaign brings together over 100 years of confectionery craftsmanship with one of the UK’s best-loved heritage organisations, tapping into shared consumer passions including history, nostalgia and the great outdoors. Welcoming over 5.7 million visitors last year[1], English Heritage continues to see strong demand from consumers seeking affordable days out and opportunities to spend more time outdoors with family and friends.
With shoppers increasingly looking beyond price alone, the campaign has been designed to deliver added value through experience-led rewards that resonate with today’s consumers.
Werther’s Original remains the UK’s number one traditional branded sugar confectionery brand[2], worth £35.7 million[3], with 96% brand awareness[4]. Its range of butter candies, soft caramels and toffees continues to deliver strong appeal across generations, helping retailers drive consistent category performance.
Rebecca Robert, Marketing Director at Storck UK, comments: “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[5].
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 at English Heritage says: “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 most amazing historic sites. Our mission is to welcome everyone to enjoy an awe-inspiring day out with us. In turn, with their support, we can look after these special places for future generations. Our values really chime together with Werther’s Original and by teaming-up we know that together we can delight shoppers with the opportunity to enjoy fantastic days out, sharing experiences, making memories and inspiring a love of heritage to pass to future generations.”
To enter, shoppers will purchase a promotional Werther’s Original pack, scan the on-pack QR code and follow the entry mechanic online for the chance to redeem rewards and win prizes.
The promotion will be supported by a wider integrated media campaign across digital, OOH and AV channels to help maximise shopper awareness and visibility in-store.
Starting from the 1st September 2026, the promotional packs will be available across all channels.
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