Independent drinks business, Halewood International, has announced that its Crabbie’s Alcoholic Ginger Brand is set to be the lead Christmas sponsor of ITV, ITV2 and STV for the second consecutive year. The investment by Halewood International represents the biggest ever Christmas TV campaign undertaken for the brand.
The ITV sponsorship deal runs throughout December. It forms part of a national, multichannel Christmas drive which will also include a three week television campaign in November, featuring iconic on screen ‘Tickety Boo’ couple, George and Camilla.
The Crabbie’s campaign will be supplemented by consumer and trade print media, and radio, while social media will also feature strongly with Facebook, Pintrest and Instagram being utilised to encourage consumer engagement and increase brand awareness.
Crabbie’s Marketing Controller Al Cross said: “The run up to the festive season is always an exciting time and this year, with our sponsorship of Christmas on ITV and our biggest ever Christmas campaign, is no exception. Crabbie’s has retained its position as market leader in 2012, with robust sales across the portfolio and the introduction of our canned format. We know from experience that TV campaigns delivering high ratings are a strong driver of sales and demand, so we urge our trade customers to stock up early to avoid missing out on the sales opportunity that we will deliver as a brand leader being supported by a high profile marketing campaign.”