Crabbie’s opts for maximum coverage

16 April, 2010

Halewood International is putting a retro spin on its advertising for RTD brand Crabbie’s Ginger Beer.

A new TV ad will see fictional 1950s couple George and Camilla starring in a Crabbie’s cookery-style lesson.

It will be shown on ITV1, Channel 4, Five and all major satellite channels. The ad ties in with a wider campaign, including radio advertising and sponsorship of the ITV1 British Comedy Awards hosted by Jonathan Ross on December 12.

Michelin-starred celebrity chef Atul Kochhar has been named its brand ambassador? and will be creating recipes to complement Crabbie’s.

Head of innovation Richard Clark said: “The combination of sponsorship with TV and radio advertising will make Crabbie’s one of the most high-profile brands during the crucial Christmas period. We believe we will steal significant market share in the over-ice category.”?




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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