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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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