Crabbie’s ads to promote food link

19 March, 2010

Halewood International is pushing the link between food and its Crabbie’s alcoholic ginger beer in a new marketing campaign.

A national TV campaign will run for three weeks in the run up to and during Easter on ITV1, Channel 4 and satellite channels. The ad features fictional 1950s couple George and Camilla giving a Crabbie’s-style cookery lesson.

It will be supported by radio and trade press ads, as well as a video on demand and a digital campaign.

Brand ambassador and Michelin starred chef Atul Kochhar will also take part in activities to strengthen the link between Crabbie’s and food, including creating a selection of recipes “with a ginger twist”.

The push has been designed to target 25 to 54-year-old men and women, according to Halewood, which predicted more than 10 million consumers would be exposed to the campaign.

Brand Manager Al Cross said: “Crabbie’s has been a runaway success since its launch.”

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