Kelly Weedon Shute hooks Fisherman’s Friend

Kelly Weedon Shute has won the UK account for the throat-burning lozenge Fisherman’s Friend from Ogilvy & Mather.

Kelly Weedon Shute already handled the pan-European satellite televsion campaign for the sweet and the consolidated account is worth about 2m to the agency.

Media for the brand remains unchanged and stays with MBS Media in the UK and Carat in Europe.

Kelly Weedon Shute picked up the pan-European account for satellite TV at the end of 1993 and ran advertisements on MTV Europe.

Fisherman’s Friend is sold in more than 100 countries and 95 per cent of the total production is exported.

In some countries the brand has achieved cult status and the sweet was one of Europe’s fastest-selling confectionery brands during the Eighties – production between 1976 and 1989 increased by 2,000 per cent.

Its strongest markets are in Germany, Scandinavia, the Benelux countries and the UK.

The sweet is produced by Lofthouse of Fleetwood, a company owned by Doreen Lofthouse, who has become one of the nation’s richest women on the strength of its sales.

Outside the UK the brand is aimed at a much younger market with most purchases in Germany, for example, being made by people in the 23-to-35 age group.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here