Our new campaign for Fisherman’s Friend, “Friends with Benefits,” reimagines the iconic lozenge as more than a throat soother. It’s the bold little mate that gives you a lift when you need it most. With a cheeky twist on the classic phrase, the campaign celebrates Fisherman’s Friend as the ultimate companion. Strong, honest and just a little bit intense. Through witty headlines and tongue-in-cheek storytelling, it positions the brand as the friend who’s always there for you - No strings attached.