Fisherman's Friend - Richmond Towers Communications

Fisherman’s Friend

To make a traditional medicated confectionery and medicinal product relevant to modern audiences
15% of consumers said they were more likely to buy the brand as a result of the coverage they had seen!

The Story

To make a traditional medicated confectionery and medicinal product relevant to modern audiences, at the same time as leveraging the brand’s heritage and infamously unique characteristics.

When we started working with brand owner Lofthouse of Fleetwood some 14 years ago, we also had to work out how best to take this family-owned company on a journey of discovery within a universe that would be results-based yet respectful of the brand’s history, whilst having the longevity to maximise budget and noise over a prolonged period of time.

To create new marketing and communication platforms across trade and consumer media that would be certain to propel this traditional brand into a new era of growth and relevance for both retail customers and shoppers.

We also realised the scope and opportunity to align the brand with a successful global platform that had previously gone unexploited by the UK sales and marketing team, at the same time as launching a new UK-only platform for consistent communication of messages throughout the all-important cold and flu season.

As well as launching a best in class trade press office to ensure that Fisherman’s Friend consistently outperformed its competitors in the crucial annual winter remedies category features, we launched a series of major initiatives across the consumer sphere to create reappraisal of the brand and a consistent voice throughout the key autumn and winter sales periods, as well as providing consistent amplification during the hay fever season – another key sales opportunity. Activity included:
UK involvement for the first time in Fisherman’s Friend’s international network of Strongman Runs
The Annual Fisherman’s Friend Annual Cold & Flu Survey

Trade – We have consistently ensured that the brand punches above its weight across all relevant grocer, wholesale and impulse & convenience winter remedy features, creating typical share of voice (SOV) of 15-20% v. the brand’s market share of 3-5%

Fisherman’s Friend Strongman Runs – Across a two-year campaign, our strategy to recruit UK competitors for the brand’s international events let to coverage that reached a potential audience of more than 170 million across print and online, and more than 10 million across social media

Annual Cold & Flu Survey – Running since 2008, this research-based property has become the longest continuous running piece of research in UK PR. This year’s survey yielded three rounds of national print and online coverage with a reach of more than 320 million, with 15% of consumers saying they were more likely to buy the brand as a result of the coverage they had seen!

The Results

Trade PR

Consistently ensured that the brand punches above its weight across all relevant grocer, wholesale and impulse & convenience winter remedy features, creating typical share of voice of 15-20% v. the brand’s market share of 3-5%


Fisherman’s Friend Strongman Runs

Our strategy to recruit UK competitors for the brand’s international events let to coverage that reached more than 170 million across print and online, and more than 10 million across social media


Annual Cold & Flu Survey

This year’s survey yielded three rounds of national print and online coverage with a reach of more than 320 million, with 15% of consumers saying they were more likely to buy the brand as a result of the coverage they had seen!