With the Crabbie’s Grand National just around the corner, brand owners Halewood International is set to embark on an extensive push for the Crabbie’s Alcoholic Ginger Beer brand over the coming months.
Now in the second year of the sponsorship, the Grand National provides Crabbie’s with a platform to reach a UK terrestrial television audience of around nine million.
The sponsorship has become one of the cornerstones of the marketing programme for Crabbie’s both in the UK and internationally, and this year Halewood is developing a major support programme to continue to drive the Crabbie’s brand forward once the racing is over.
One of the first initiatives is a new partnership with Help for Heroes, to raise a million pounds to aid in the charity’s work providing support to wounded, injured and sick servicemen and women and their families.
Richard Clark, Marketing Director at Halewood International, said: “The Crabbie’s Grand National has provided us with an excellent platform with which to run promotional activity, but this year we are planning to take this to the next level, continuing to support our retailers in-store.”
The on-going Crabbie’s campaign aims to drive sales in the Off trade and will include national television, consumer press, PR, social media and sampling at key outdoor events.
