Fisherman’s Friend is returning to TV with the return of its ‘Whatever the day throws at you’ campaign.

The campaign sees a series of six five- and 10-second adverts as lead sponsor of Channel 5’s Every Day Heroes programming, as well as on 5 Action and 5 Star.

They will also support Channel 5’s daily weather reports. The supplier estimates the first burst of the campaign, which runs between 1 October and Christmas, will reach more than 22 million UK adults.

It anticipates high demand for medicated confectionery this winter as people return to normal patterns of behaviour, including the return of office working.

According to Jon R White, regional business manager for Fisherman’s Friend in the UK, the brand saw a 26.1% volume increase in the first three months of the last winter season, including a 15.7% increase in impulse and convenience.

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It also experienced value growth of 28.6% between January and March this year.

“The past two years have been a rollercoaster for the medicated confectionery sector, said White. “Relentless lockdowns undeniably dented growth in our category, as people simply weren’t socialising – leading to a dramatic fall in the incidences of cold and flu, and a subsequent fall in demand for products relieving cold and flu symptoms.

“But now the picture is very different, as pandemic concerns lessen and many consumers are clearly eager to return to a level of normality.”

The campaign will also feature across digital and social media.

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