Reviving a heritage brand in the U.S. and driving growth in the cluttered throat lozenge category
THE SITUATION
Imagine taking a beloved, globally trusted brand and introducing it to a new audience with minimal awareness of its heritage. That’s where Fisherman’s Friend found itself in the U.S.— a brand known worldwide for powerful, effective lozenges but one that needed a fresh approach to stand out here. In 2020, Fisherman’s Friend partnered with MPG as their fully outsourced commercial team to build on their niche following in the U.S. and unlock growth in the highly competitive lozenge category.
THE APPROACH
MPG assembled a powerhouse team across sales, marketing, eCommerce, supply chain, analytics, and finance, all dedicated to driving growth for the brand in the U.S. With end-to-end support, we refreshed the brand's positioning, developed a bold new visual identity, and crafted a dynamic set of assets that helped the brand make a strong impact in the market.
Through deep research and creative reimagining, we transformed the brand’s messaging to resonate with a wider, younger audience. Our targeted campaign struck a chord with consumers, establishing a unique selling proposition in a crowded market. With MPG’s omnichannel strategy and robust marketing support, the brand achieved remarkable growth — boosting retailer distribution, increasing consumer trials, and ultimately becoming the fastest-growing lozenge brand in the U.S.
OUR END-TO-END COMMERCIAL SERVICES
consulting
The MPG Consulting team leveraged US market knowledge to develop an insight-driven brand foundation including an evolved consumer target and ownable brand positioning built on global Fisherman’s Friend equity.
Omnichannel Commerce
The MPG Sales Services team represents Fisherman’s Friend at all key retailers, supported by a best-in-class US omnichannel execution plan. In addition, the MPG eCommerce team optimized listings and fast-tracked brand performance on Amazon.
ANALYTICS + INSIGHTS
The MPG SmartSights team tracked performance in real-time, ensuring Fisherman’s Friend stayed agile and responsive to market dynamics, ultimately driving consistent growth across all channels.
Logistics
By utilizing effective global and domestic supply chain strategies, MPG Order to Cash team is able to optimize inventory, ensure retailer expectations for logistics compliance are met, and cost effectively deliver to meet retailer on-time in full (OTIF) metrics.
