Giants & Gentlemen wins Fisherman’s Friend

The Toronto agency will launch a new campaign for the 150-year-old brand in time for next cold and flu season.
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Toronto-based full service agency Giants & Gentlemen has a new client in Fisherman’s Friend.

The agency was awarded the work without a pitch. Gino Cantalini, co-founder and chief strategy officer at Giants & Gentlemen, said in an email that the agency saw an opportunity with the brand and began speaking with them earlier this year.

“We were impressed with both their strategic approach and track record for stand-out creative work,” Brian Riddell, VP of healthcare for Fisherman’s Friend’s Canadian distributor TFB & Associates, said in a statement. “We think Giants & Gentlemen will really help our brand stand out in a busy category.”

Giants & Gentlemen is currently working on the brand’s creative strategy and expects to see new work in market for the next cold and flu season. Cantalini says the main task at this time is “nailing down” the brand’s positioning, which will be reflected in an integrated campaign including TV and online video.

The agency’s other health-focused client is Dr. Bernstein Health & Diet Clinics, which it won last fall. Cantalini points to the agency’s experience positioning and re-positioning brands like RBC, Days Inn, Almay and Dr. Bernstein as a major factor that will help the message it develops for Fisherman’s Friend get noticed.

The agency also recently won the North American leisure business for Carlson Wagonlit Travel and expects to make more new client announcements in the near future.

Image courtesy Sari O’Neal/Shutterstock