Fisherman's Friend to target students

by Kate Magee , PR Week UK 30-Jul-08, 09:12

Pipe-smoking seafarer's sweetie of choice Fisherman's Friend is to use Richmond Towers Communications to reach a younger generation.

The key message of this winter's campaign will be about the strength of the lozenge. The brand is sponsoring the 'The World’s Strongest Man' TV programme, which will air after Christmas.

Food and drink specialist Richmond Towers will try to raise awareness of the brand among university students. It will visit campuses and try to get involved in inter-university competitions. It will also launch new products in the early autumn.

The agency will attempt to regenerate the brand in trade and consumer media. The nine-month account was won following a three-way pitch.

According to area business manager Martin Stimpson, the brand is mainly bought by males over 45 years old who live in the North of England. Lancashire, Yorkshire and Wales are the best selling areas for the brand.

Last winter the brand tried to redress this imbalance by launching a campaign aimed at Londoners, through the Metro. The brand has large sales figures in Norway and Germany.