Case Study: Fisherman’s Friend boosts hay fever season sales with Richmond & Towers

Fisherman’s Friend drives 45% engagement with Richmond & Towers

Fisherman’s Friend, an iconic lozenge brand, faced the challenge of expanding its perception beyond a cold and flu product to become a year-round companion, specifically for consumers suffering from hay fever-induced congestion. The vendor Richmond & Towers was tasked with showing consumers that the product helps keep breath fresh and airways clear when breathing in the great outdoors.

Richmond & Towers executed an influencer campaign targeting outdoor enthusiasts to showcase the product in a new usage occasion. The solution involved having influencers create Instagram Reels of their outdoor adventures with Fisherman’s Friend and launching a competition to drive visibility. The campaign resulted in a double-digit sales increase for two consecutive hay fever seasons, achieved 37,621 engagements with a 45% engagement rate, and reached 83,924 people, successfully changing consumer perception.

Fisherman’s Friend