Fisherman's Friend

What we created

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Brand activation

Content creation

Paid social

Strategy

Fisherman’s Friend is a global brand, known for its refreshing lozenges since 1865. The brand aims to be the customer’s “BFF” and connect with the younger generation in fresh ways. Buzzanova was tasked with creating a campaign that built a strong brand connection, honored its heritage, and offered something authentic and new.

We researched social media trends and found young Danes were enthusiastic about a winter bathing and sauna experience called “saunagus.” However, official clubs had long waiting lists. The activity’s connection to water and real-life companionship made it a perfect fit for a brand activation campaign for Fisherman’s Friend.

We gave Danes aged 18-35 exactly what they wanted: a free “saunagus” club with no waiting list, sponsored by Fisherman’s Friend. The events took place in Aarhus and Copenhagen, featuring a branded sauna wagon, professional “gusmasters,” oils scented with Fisherman’s Friend flavors, free hot drinks, and goodie bags.

The digital campaign ran for six months on TikTok and Meta, combining social media content, advertising, influencer marketing, and a sign-up website to engage participants and spread the word.

All 800 “saunagus” spots were fully booked in just one hour! In total, the campaign achieved over 6.5 million impressions on social media. That’s what we call “seen by few, viewed by many.”

Impressions paid social

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Impressions influencers

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Clicks

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