Ricola & Fisherman's Friend: +11.2% growth at SPAR
Two brands, one shared DOOH campaign on the SPAR network — and an incremental sales uplift, measured against a control group without advertising.
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Two brands, one moment of purchase
Ricola and Fisherman's Friend stand for herbal sweets and lozenges — classic impulse buys, especially in the colder months. In a joint SPAR campaign both products were advertised via DOOH and evaluated together. What was measured was actual sales against a control group without advertising, indexed to the baseline period (January to the campaign start on 6 Oct 2025 = 100).
Additional revenue that goes back to the campaign
more sales across the campaign — compared with similar stores running no advertising.
Incremental growth — the uplift attributable to the campaign alone · Data: SPAR · Analysis: Excom Media, 2025
Stores with the campaign against a control group without, over three weeks. The baseline is the sales figures of the preceding period. What was counted was sales, not recall.
Ricola and Fisherman's Friend ran as a joint campaign and were evaluated together. The figure applies to both brands combined, not to either one alone.
Sweets and lozenges are spontaneous purchases. The spot is a reminder in the middle of the shop — and it prompts the reach for the shelf.
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