Fisherman’s Friend is returning to TV with the ‘Whatever the Day Throws at You’ sponsorship campaign featuring the brand’s hardy fisherman.
The brand is returning to the small screen with a re-run of six 5- and 10-second creatives as lead sponsor of Channel 5’s Every Day Heroes series of programming across its main channel, as well as on 5 Action and 5 Star.
The campaign will also see Fisherman’s Friend supporting Channel 5’s daily weather reports, with the first burst of the campaign – running between now and Christmas – estimated to reach more than 22 million UK adults.
All six creatives feature scenarios that aim to poke fun at the challenges of the winter season, with taglines including ‘helping Britain through the winter’.
In addition to its campaign, Fisherman’s Friend will be supporting convenience retailers this winter with the reintroduction of its 80p price marked packs.
“The past two years have been a rollercoaster for the medicated confectionery sector. Relentless lockdowns undeniably dented growth in our category, as people simply weren’t socialising – leading to a dramatic fall in the incidences of cold and flu, and a subsequent fall in demand for products relieving cold and flu symptoms,” said Jon R White, regional business manager for Fisherman’s Friend in the UK. “But now the picture is very different, as pandemic concerns lessen and many consumers are clearly eager to return to a level of normality.
“As a result, we are seeing our category bouncing back, with Fisherman’s Friend alone recording a +26.1% increase in volume over the first three months of the last winter season across all channels (Nielsen), posting volume increases of +24.9% in multiple grocery and +15.7% in impulse & convenience. We also saw a value growth of +28.6% between January and March 2022, including a +12.7% value sales growth in multiple grocery which signals a clear return towards pre-Covid levels.”
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