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Werther’s Original launch bespoke Pop-Up shop with Land Securities

2 October 2012
Werther’s Original launch bespoke Pop-Up shop with Land Securities

Land Securities has partnered with Werther's Original to bring a bespoke, custom made pop-up Caramel shop to three of its shopping centres. The nostalgic pop-up shop is part of a new campaign which is geared to drive customer awareness of the confectioners growing varieties of Werther's caramel sweets.

The pop-up shop marks the first time the confectionary giant has embarked on an interactive marketing initiative, which aims to communicate the delights children and adults alike feel for stepping inside a traditional sweet shop and purchasing their favourite caramel sweets.

An experience not to be missed, there are just three Werther's pop-up traditional style caramel shops across the UK. Having had a successful opening in Land Securities' White Rose Shopping Centre in Leeds last week, the shop will then make its way to Buchanan Galleries in Glasgow and then onto St David's shopping centre in Cardiff.

Sean Curtis from Land Securities, commented: "We have partnered with Werther's original and Hot Pickle, one of the country's leading pop-up agencies to develop the activity and the result has so far been superb. Our White Rose shoppers loved the experience and it provided the perfect opportunity to indulge in a selection of sweet treats."

Shoppers can treat their sweet tooth in the nostalgic shopping experience which boasts glass jars full of candies, old weighing scales, unique pick n mix unit and a wide range of delicious Werther's confectionery, still made using the original family recipes.

Sean continued: "Experiential marketing is becoming increasingly prevalent in the retail environment. Our UK portfolio offers brands unrivalled access to over 300 million consumer visits per annum. Retailers and brand see it as effective way to interact with highly engaged consumers in a ‘shopping mode."

The Caramel Shop will offer something to suit everyone's tastes including six flavours, butter candies, chewy toffees, caramel fudge and a selection of sugar-free treats.

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