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Fisherman's Friends wins Aller Best Q4
Long-term strategy with a 29-month continuous "always on" sponsorship on Rød Løper gave results.
- It's SO fun to see how good results we can create over time when the client, agency and we at Aller work as closely and well together as we have done here. There is a lot of teamwork behind these results, says Tone Nordby, former product manager in Web-TV at Aller Media.
Since its inception in August 2022, Fisherman's Friends has been Rød Løper's most loyal sponsorship partner ever. And the ORIGINAL FRIENDSHIP has truly yielded STRONG results!
The pastille category has been in steady decline for the pastille category over the past eight years. The older generation is the one who buys most pastilles in the Norwegian market, and Fisherman's Friend therefore wanted to recruit younger and female consumers.
- We knew that Rød Løper hits well with the target group women and the younger generation. A fun fact is that Rød Løper -viewers are more frequent users of lozenges than the general population, says Aud Ingvild Pedersen, key account manager at Aller Media.
The goal was to
● Increase AWARENESS among women and the younger generation.
● Increase PREFERENCE
● Increase PURCHASE LIKELIHOOD
● Increase SALES of Fisherman's Friends.
Sponsorship at Rød Løper and Reality Awards
The solution was sponsored by Rød Løper Since August 2022, Fisherman's Friend has been present with vignettes, product placement in the studio, editorial columns, displays around the player and giveaway competitions on SoMe.
- In 2024, we focused on the Raspberry flavor and the color pink. We also had a brand new vignette created with our own version of the fisherman in pink stripes. The column “Today's Original presented by Fisherman's Friend” has been live all year to build on the concept of “The Strong Original”, says Aud Ingvild.
In September 2024, Fisherman's Friend was also one of the partners at the Reality Awards. They were integrated with good visibility on screens, the press wall and pastilles on the tables.
They had also hired an actor for the evening dressed in the same outfit as the fisherman on the sponsorship poster.
- T he new communication concept with the fisherman at Rød Løper is perfect for Fisherman's Friend! The sponsorship with Rød Løper means that we reach the target group in a unique way, which we also see in the results of the tests that have been done. The collaboration with Aller has been very rewarding, educational and fun, says Hanne Flaten, at Fisherman's Friend.
Long-term strategy and an “always on” run for 29 consecutive months of sponsorship have yielded results.
Knowledge of FF increased by 23% among women, 43% among younger people.
23% more women, 36% more young people prefer FF after sponsorship.
The likelihood of purchase increased by a whopping 66% among those who saw the sponsorship.
108% more people who have purchased Fisherman's Friend after sponsorship than those who have seen the sponsorship.
And the sales results are impressive
The category has a decline of -4.4% in 2024.
Fisherman's Friend is doing better than the category with a decline of -2.6%.
Despite the decline, Fisherman's Friend is gaining share (units) and is the category leader.
Raspberry is the only Fisherman's Friend flavor with growth in 2024 ( +3.9% )
With the Power of Aller is Fisherman's Friend & Rød Løper “Best Friends Forever!”
