11 August 2011 – Fox Kalomaski has won the Fisherman’s Friend above–the-line business, following a three way competitive pitch for the iconic Extra Strong lozenge made by Lofthouse of Fleetwood.

A new national TV campaign will break in January 2012, particularly targeting men of 35 years and over who are looking for a good strong taste and who will be attracted and intrigued by the Fisherman’s Friend traditional brand values of honesty and strength.

Stephen Fox, managing director of Fox Kalomaski, explains, “Consumers around the world are becoming more and more excited by powerful and unique flavours. Fisherman’s Friend can realistically satisfy this demand with an unambiguous proposition that communicates the product’s strength and effectiveness in a campaign that also evokes the brand’s deep rooted British heritage.”

Lofthouse of Fleetwood’s chairman, Doreen Lofthouse, comments, “Our objective is for our millions of existing customers to keep loyally enjoying Fisherman’s Friend as well as gaining an even wider market for our uniquely appealing product. We were all impressed by Fox Kalomaski’s creativity, which cleverly reflects the brand’s traditional virtues.”

Fisherman’s Friend was created by pharmacist James Lofthouse in 1865 to help Fleetwood’s fishermen cope with the freezing conditions they often encountered. Soon after, they would not put to sea without supplies of what they called their ‘friend’. Today, over five billion of the lozenges are enjoyed every year in over 100 countries.