Fisherman's Friend to kick off social media drive

Fisherman's Friend is making its first dedicated push into social media, as it aims to build consumer engagement through digital channels.

Fisherman's Friend: fond farewell remake by M-A-D-E
Fisherman's Friend: fond farewell remake by M-A-D-E

The menthol lozenge brand has appointed social media agency Yomego, following a two-round pitch. The agency will work on both UK and global projects.

The move marks the first integrated investment into social media by Fisherman’s Friend, which is made by the Lofthouse company in Lancashire and dates back to 1865.

Chris Gibson, executive director at Impex, the marketing and distribution company for Fisherman’s Friend, said: "Some of our overseas markets have had some notable successes in social media, particularly on Facebook. But we now need a coordinated process and content strategy to nurture our social media audiences and build engagement."

Steve Richards, Yomego managing director, added: "Fisherman’s Friend is a brand with a proud, rich and authentic heritage. It has all the hallmarks of a business that would do brilliantly in social media."

It follows Fisherman’s Friend's initial foray into TV advertising in 2010.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why your iPhone is killing your creativity

Every day, the insatiable parasite that is your smartphone makes you worse at your job, writes a group creative director at Ogilvy.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published