Crabbie’s, the UK’s number one selling Alcoholic Ginger Beer, has signed a seven-figure deal to become the official sponsor for the triumphant return of Chris Evans hosted extravaganza TFI Friday.
The sponsorship will run for the entire ten episode series, on Channel 4 on Friday 16 October at 8pm. TFI Friday returned to Channel 4 for a 90 minute special on Friday 12 June 2015 attracting a peak audience of 4.2m viewers, comfortably beating all its terrestrial competitors.
The show also attracted the highest share of viewers aged 16-34 with an impressive 30% share of the young demographic. With over 90,000 tweets at an average of 519 tweets-per-minute, TFI Friday was the most talked about programme that week.
The new agreement is set to become one of the cornerstones of Crabbie’s marketing campaign for Crabbie’s and brand owner Halewood International is developing a major support programme to underpin the sponsorship. The deal is the latest in a series of high-profile marketing campaigns for Halewood International’s Crabbie’s brand and sponsorship programmes to date include The Crabbie’s Grand National, Hibernian FC, Scottish Golf Open, The National Television Awards and the British Comedy Awards.
Crabbie’s marketing controller Claire Kelly, said: “The sponsorship of TFI Friday is an excellent opportunity for Crabbie’s Alcoholic Ginger Beer and is a perfect fit. To be involved with such an iconic show that engages with the great British public and is so closely aligned with the Crabbie’s brand personality, is something we are all very excited about.”
These sponsorships, which, as well as helping cement the brand as the number one Alcoholic Ginger Beer in the UK, have also helped in developing the brand overseas, with Crabbie’s now exporting to over 42 countries worldwide, including the USA, Canada and Australia.
Rupinder Downie, partnership controller, Channel 4 said: “Our partnership with Crabbie’s Alcoholic Ginger Beer demonstrates perfect brand alignment with an inimitable Channel 4 brand on Friday nights, when 4 continues to deliver unrivalled young audiences.
“The hugely popular show returns at a key period in the year for the client and their campaign’s entertaining creative combined with innovative off screen activation make for an exciting new partnership.”
Richard Clark of Halewood International, added, “We will be supporting this sponsorship with extensive investment across trade and consumer advertising, digital and social channels, followed by a further investment in the brand through 2015/16.”
Crabbie’s Alcoholic Ginger Beer is made from a unique recipe that has four secret ingredients, which coupled with the steeped ginger, give the drink its sparkle, crispness and its uniquely ginger and refreshing difference.