Crabbie’s counts down to Crabbie’s Grand National 2015
Friday March 27, 2015 at 3:28pm
Halewood International is set to embark on an extensive marketing push, including promotional activity, for its Crabbie’s Alcoholic Ginger Beer brand over the coming months, with the Crabbie’s Grand National just two weeks’ away and the launch of a new partnership with charity Help for Heroes. Crabbie’s sponsorship of the Grand National is now in its second year of the sponsorship, and provides Crabbie’s with a platform to reach a UK terrestrial television audience of around nine million on Channel 4. The race attracts an estimated 600 million people worldwide with more than 150,000 people in attendance over the three days of the Crabbie’s Grand National Festival from Thursday 9 to Saturday 11 April 2015. 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 festival comes to an end. One of the first initiatives is the 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, says: “Crabbie’s is the number one alcoholic ginger beer brand and we’ve been delighted encouraged by the support received from retailers and partners since the brand launched in 2009. 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 and in-bar activities.” The on-going Crabbie’s campaign aims to drive sales in both the on- and off-trade and will include national television, consumer press, PR, social media and sampling at key outdoor events.