CASE STUDY: Fisherman's Friend Maximises Media Value

Provided by AMS Media Group
Maximising Media Value Through Programme Sponsorship

What was the Challenge / Background of the Campaign?

Despite running tactically timed January TV spot campaigns in previous years, the UK market was proving competitive and sales difficult to grow. AMS were tasked to plot an alternative approach on a significantly reduced budget, that would provide a prolonged brand presence throughout Oct-Feb. The strategy would need to reflect the core brand values, position Fisherman's Friend as the first choice in 'medicinal confectionary' as well as achieving a sales growth of +5% and a positive uplift in U&A.

What was the Campaign Objective?

TV sponsorship allowed us to optimise against frequency, achieving regular exposure across an extended campaign period. We analysed TV channels against our core target audience and learned that Channel 5 offered an opportunity to reach the audience in scale, as well as already offering programming that fitted seamlessly with the campaign messaging and brand values.

What was the Solution?

Collaboratively, we created a bespoke programme genre titled "Everyday Heroes". Sponsorship bumpers ran from Oct-Feb, with additional FOC visibility in Travel & Weather Reports and across social activations. The Everyday Heroes sponsorship proved so successful that the client commissioned a renewal for the following season.

What were the Results?

Media Value: £1.6m market value achieved for £750k per season Sales Growth: + 15.2% year on year Unprompted brand awareness: +11% amongst viewers Brand consideration: +9% amongst viewers

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details
All adultsMale
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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