Halewood International, the UK’s independent drinks manufacturer and distributor, has announced the launch of its latest TV campaign for Crabbie’s Alcoholic Ginger Beer, to support a wave of activity over the coming months.
Featuring Crabbie’s characters George and Camilla, the series of 20 second adverts will run on national TV channels including ITV, Sky, Channel Four, Channel 5 and ITV2.
Advertising slots have been secured during peak viewing hours, with a presence during the opening ceremony of the Paralympics, around Coronation Street, Emmerdale, Alan Carr Live, Celebrity Juice and The Only Way is Essex.
Starting on 20th August for three weeks, the campaign will depict “a truly spiffing English picnic scene”, which will be seen by over 6 million viewers.
The adverts will also include Crabbie’s Alcoholic Spiced Orange Ginger Beer which has become popular in the Crabbie’s portfolio.
Crabbie’s Marketing Controller Al Cross said:
“In addition to the three week burst on TV, we are supporting the campaign with experiential activity to continue to drive trial and brand awareness.
“In the UK, the TV campaign will be supported by consumer PR and social media activity featuring our iconic characters George and Camilla.
“The campaign is expected to reach several million people so we are encouraging retailers to stock up to avoid consumer disappointment.”
As part of its summer schedule of activity, Crabbie’s will be attending a host of events including Henley Rewind Music Festival.
60,000 Crabbie’s branded picnic baskets will also be distributed to over 3,000 UK On-Trade outlets – targeting pubs with the best British beer gardens.
A rigorous sampling campaign has taken place over the last 12 months, taking the Crabbie’s tour and its retro style vehicles to pubs, bars restaurants and festivals.
Since its launch in 2009, Crabbie’s Alcoholic Ginger Beer has become the number one selling Packed Ale brand in the On Trade and the driver of growth for the entire bottled ale category in the Take Home market.
It is listed in the top 10 premium brands in the beer category.
In just three years, since the launch of Crabbie’s Alcoholic Ginger Beer, the product has achieved international distribution across 27 markets.