With under a month to go until the 2016 Crabbie’s Grand National, the UK’s number one selling Alcoholic Ginger Beer is showing its commitment to the trade by investing a significant six figure sum into supporting festival activation.
Launching this month is a new Crabbie’s Grand National specific On Pack promotion designed to engage with consumers in the run up to The World’s Greatest Steeplechase. The offer will give fans of the brand the chance to win a massive £50,000 cash prize, with a range of other prizes also up for grabs, including Crabbie’s glassware, bottles of Crabbie’s Light and cans of Crabbie’s Original, sunglasses and flip flops.
The brand will also have extensive support for on-trade accounts nationwide. Merchandise kits, which include Crabbie’s Grand National branded posters, bar runners, bunting, pallet wraps and drip mats, and sampling promotion squads, will be available to support licensees and promote the sponsorship to customers.
The Crabbie’s Grand National is one of the crown jewel events in the British sporting calendar and provides a platform to reach a UK terrestrial television audience of nine million on Channel 4 and an estimated 600m people worldwide, as well as more than 150,000 people attending Aintree over the three days of the Crabbie’s Grand National Festival from 7 to 9 April 2016.
It’s been a big year for the Crabbie’s brand, with the launch of a new variant in the form of Crabbie’s Light and the successful sponsorship of the hugely popular return of TFI Friday on Channel 4. The seven figure investment in the iconic show saw the brand benefit from an amazing consumer reaction which exceeded expectations on all fronts.
Claire Kelly, marketing controller for Crabbie’s, said: “As we count down to this year’s Festival we want to ensure that our on and off trade customers have the best tools at their disposal to fully maximise the Crabbie’s Grand National Festival experience to consumers.
“The On Pack Offer represents yet another major investment for Halewood International. We have strong ambitions for the Crabbie’s brand family and will continue to invest in driving the brands growth, with high profile TV investments, consumer PR activation and trade support.”
For those wanting more information and merchandise kits to help support this year’s Crabbie’s Grand National campaign, customers can contact their on trade wholesaler, Halewood sales representative, or alternatively call Halewood Telesales on 0845 6000 666.