Page 21 - Fisherman's Friend Case Study

campaign included partnerships and activations with Tough
Mudder, CFL teams and “Suck it Up” moments on Sportsnet.

TV and digital ads also ran during the peak cough and cold
season.” (20)

It then also took any content and videos that it had

generated from these events to social media channels.

In January, 2017 the brand launched radio ads and digital

out-of-home advertising. However, there were no plans

for in-store marketing, as “It’s kind of a step-by-step

program,” and “You can’t go in-store unless people are

aware that the brand exists.” (24)

“The brand saw a 40% growth in sales compared to 2015.

Fisherman’s Friend’s Twitter followers grew 115% through

four million impressions and 70,000 engagements. The “Suck

it Up” campaign resulted in strong brand recall (80% aided),

with digital ad recall doubling since 2016 to 15% [by

November, 2017].” (20)