The TV campaign will form part of the national pre-Christmas push and will feature retro couple ‘George’ and ‘Camilla’, starring in a Crabbie’s cookery lesson with undertones of a playful twist on the traditional 50’s marriage.
Crabbie’s has also been named broadcast sponsor of the ITV 1 British Comedy Awards hosted by Jonathan Ross on December 12. The investment in the sponsorship is the biggest brand support initiative the company has undertaken to date for the Crabbie’s brand.
The broadcast campaign will be supported by a PR initiative in both the on and off-trade which will include Michelin starred chef Atul Kochhar being named as the UK Ambassador for the brand. Atul will be creating exclusive recipes to complement Crabbie’s alcoholic ginger beer.
Richard Clark Halewood International’s head of innovation said: “This is the first TV advertising campaign for Crabbie’s alcoholic ginger beer, after an excellent response to the Radio campaign we anticipate the TV campaign will be as well received in the run up to Christmas, encouraging more people to try the delicious refreshing taste of Crabbie’s alcoholic ginger beer. The combination of the sponsorship with television and radio advertising will make Crabbie’s one of the most high profile brands during the crucial Christmas trading period where we believe we will steal significant market share in the over ice categories in the on and off trade channels.”