Fisherman's Friend: A Formula for Friendship

An insight-backed brand awareness campaign to complement wider activity around the theme of friendship

The Challenge

Fisherman’s Friend wished to activate a brand awareness campaign to complement their wider activity around the theme of a friend for ‘Whatever the Day Throws at You’.

This needed to appeal to a wide range of media across press and broadcast.

The Approach

Thinking about the best way to tie this messaging in, we researched credible experts who had researched the topic of friendship academically in the past.

After careful consideration, we landed on Oxford’s Professor Robin Dunbar, famed for theorising Dunbar’s Number which looks at the optimum number of friends a person can have.

We worked with Robin to develop a survey which complemented his own findings brilliantly.

The Outcome

There are some campaigns that surprise even us. We were confident that the angle and creative would do brilliantly across broadcast and press, but we weren’t quite prepared for just how well it would do!

Standout, branded coverage appeared in the likes of Mail Online, Daily Mail in print, Daily Star, Reachplc regional titles.

Interviews were booked with Forbes, Newsweek, The Times, The Telegraph, Stylist, Gaydio and a host of other quality broadcasters.

Commenting on the media day, Professor Dunbar shared: “I’ve worked on some very high profile launches, but this is by far the most coverage I have seen. Forbes in particular set such a high bar and for the piece to be that in-depth is fantastic to see”.