How Fisherman’s Friend Grew Sales by 15%
The Brand
Fisherman’s Friend is an iconic British brand with a worldwide footprint, bringing relief to those suffering from throat and respiratory discomfort.
The Challenge
The UK market was proving increasingly competitive and sales difficult to grow. AMS were tasked to plot an innovative approach on a significantly reduced budget to previous TV campaigns, that would provide a prolonged brand presence throughout Autumn and Winter months.
The strategy would need to reflect the core brand values, position Fisherman’s Friend as the first choice in ‘medicinal confectionary’ as well as achieving sales growth of +5% and a positive uplift in U&A.
Strategy
TV sponsorship allowed us to optimise against frequency, achieving regular exposure across an extended campaign period.
We analysed TV channels against our core target audience and learned that Channel 5 offered an opportunity to reach the audience in scale, as well as already offering programming that fitted seamlessly with the campaign messaging and brand values.
Collaboratively, we created a bespoke programme genre titled “Everyday Heroes”. Sponsorship bumpers ran from Oct-Feb, with additional FOC visibility in Travel & Weather Reports and across social activations.
The Everyday Heroes sponsorship proved so successful that the client commissioned a renewal for the following season.
Results
YoY Sales Growth
Unprompted brand awareness amongst viewers
Brand consideration amongst viewers
