Fisherman's Friend

BJL built a community for smokers - and a 94% sales increase - as part of a campaign for Fisherman's Friend, a brand of UK throat lozenges.

Fisherman's Friend



Creative Solutions


Chris Gaffey – Art Director Marcus Leigh – Copywriter Neil Boote – Digital Designer Paul Ray – Group Account Director Ian Patterson – Digital Project Manager Caroline Marsden – Campaign Manager Lyndsey Turnbull – Campaign Manager


We created, a safe haven for 'outcast' smokers in need of a friend. An incredible 180,000 visits on day one resulted in a 94% sales increase and a positive R0I.


To re-position Fisherman's Friend as a year-round strong menthol lozenge. To demonstrate the...

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