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ITV Christmas sponsorship deal for Crabbie's

Published:  08 November, 2012

A new TV ad campaign for Crabbie's Alcoholic Ginger Beer will break this Christmas in a bid to increase brand awareness.

The ginger beer brand will be the lead Christmas sponsor of ITV, ITV2 and STV for the second consecutive year, in a deal that represents Halewood International's biggest ever festive TV spend for Crabbie's.

It forms part of a national, multichannel Christmas drive, which will also include a three-week television campaign in November, and be supplemented by consumer and trade print media, as well as radio.

Social media will also feature strongly in this year's campaign, with Facebook, Pinterest and Instagram being used to encourage consumer engagement.

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."