Fisherman’s Friend flying towards another record-breaking year
National £1 million TV campaign, new flavour and sampling deal with Virgin Atlantic point the way to further success
Fisherman’s Friend is flying towards another record breaking year with a New Year TV campaign, a new addition to the range and its biggest ever sampling campaign.
The iconic lozenge brand will be back on screens for the third-year running from 1st January with a £1 million spend behind its successful campaign starring Alfie Boe, Fleetwood’s most famous son and the birthplace of Fisherman’s Friend.
Meanwhile, Spearmint has joined the iconic lozenge range’s growing line-up in an initially exclusive deal with Savers, while a comprehensive sampling campaign kicks off including more than 2 million taster packs of the brand’s Raspberry and Blackcurrant flavour lozenges, which have been produced for a landmark partnership with Virgin transatlantic flights.
The 12-month agreement with Savers follows the U.K. launch of Spearmint Fisherman’s Friend and grants the retailer exclusive rights to sell the niche alternative mint variety of lozenges in stores nationwide.
“We’ve put these new initiatives into action at a time when Fisherman’s Friend sales are flying high, up by +6.8% in value compared with the same period last year,” explains Martin Stimson, Area Business Manager for Fisherman’s Friend in the U.K.
“As we enter the New Year, we will be looking to keep the momentum going with another £1 million burst of TV advertising supported by our biggest ever sampling campaign. Meanwhile, 2 million samples will be boarding Virgin Atlantic flights, which will be of huge benefit for our second strongest variant, Sugar Free Blackcurrant.
“Finally, we are delighted to launch the Spearmint variety of Fisherman’s Friend in the U.K. following success for this flavour in some of our other markets around the world. It is an extremely popular flavour in the U.K. Mint and Gum markets and we are confident it will excite Fisherman’s Friend fans, as well as attracting new shoppers to the brand.”
 Ceuta Healthcare, in-market sales, Jan-November 2017 v. Jan-November 2016