Fisherman’s Friend will return to TV screens this January with adverts once again featuring world renowned tenor, Alfie Boe.

The £1 million burst of TV activity will run from January 2 to January 29 across ITV and satellite channels and form part of the brand’s biggest-ever marketing campaign.


Designed to highlight the intense strength of the lozenges, the advert sees Alfie launching into a rendition of ‘La Donna è mobile from Verdi’s Rigoletto’ and is surprised when his last note is oddly quiet and off key. He turns to his stash of Fisherman’s Friend. Alfie then pulls some uncontrollable facial expressions - a Fisherman’s Friend ‘moment’. He sings again and chaos ensues as the power of his voice shatters his dressing room.

The 30-second ad is being backed up by a fully integrated marketing campaign including digital advertising, in-store promotions, social media, PR and sampling.

The campaign follows a record breaking sales year globally for the Lancashire-based brand, with UK volume sales currently up +5 per cent vs 2015 (Ceuta Healthcare Ltd, in market sales data).

Martin Stimson, area business manager for Fisherman’s Friend in the UK, said: “Following our TV advertising in early 2016 we saw continually strong sales throughout the first half of the year, with UK volume sales 11% ahead of the previous year in June 2016i and outperforming the medicated confectionery category with a +2.9% value increase (Nielsen, Total Coverage 52 w/e 18.06.16),

“As such it was a natural decision to repeat the activity as the ‘Alfie effect’ clearly resonated with shoppers, bringing new consumers in to the category, extending our appeal across generations and driving sales.”