HALEWOOD PROMOTES CRABBIES ALCOHOLIC GINGER BEER
Halewood International, the UK’s leading independent drinks manufacturer and distributor is set to put a major marketing push behind its Crabbie’s Alcoholic Ginger Beer brand targeting over 10 million people in a bid to drive sales across Easter and create demand for the brand through the summer months.
The company is set to invest in national TV advertising across a three week period in the run up to and including Easter with the commercial created in late 2009 which introduced retro couple, “George” and “Camilla”, as the stars of a Crabbie’s ‘cookery style’ lesson.
Running again across ITV1, Channel 4 and Satellite, the TV spend will also be supported by a nationwide radio campaign, trade press advertising, as well as a video on demand and digital campaign.
The video on demand campaign, developed by Halewood International will look to further strengthen the link between Crabbie’s and food, which was established last year with the news that Michelin starred celebrity chef Atul Kochhar has been appointed as a brand ambassador for Crabbie’s creating a selection of delicious recipes with a ginger twist.
All of the activity is targeting 25-54 year old men and women and the investment is the latest in a series of high profile initiatives by Crabbies which in the last three months has been the broadcast sponsor for both the British Comedy Awards and the National Television Awards.
Commenting on the latest planned campaign, Crabbie’s Brand Manager Al Cross said, “Crabbie’s has been a runaway success for the business since launch and we are looking to drive significant growth in 2010. This campaign represents the second in a series of initiatives for the brand this year and if the success of our broadcast sponsorships is anything to go by, we would strongly advise retailers to stock up on product because we anticipate a significant increase in consumer demand in the weeks ahead.”
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