Crabbie’s to sponsor British Comedy Awards

Halewood International is to launch a Christmas push for the recently launched alcoholic ginger brand, Crabbie’s with a television campaign and sponsorship of the British Comedy Awards.

Crabbies Comedy Awards

The first television campaign for the brand will run from 21 November and will be supported by radio activity.

Crabbie’s will also be the event and broadcast sponsor of the British Comedy Awards, which will be shown on ITV1, hosted by Jonathan Ross and take place in December.

Richard Clark, head of innovation at Halewood International, says the “high profile” campaign “is reflective of the commitment” to the brand.

The ginger beer brand launched in March and has on-trade listings in Carlsberg UK Limited, JD Wetherspoons, Molson Coors, Punch Taverns and Vintage Inns outlets among others.

Halewood has announced several marketing initiatives and new product developments this year.

In March, it launched the Spiced Rum variant under the Lamb’s brand followed by a move into the growing rosé market with the launch of a Lambrini variant, backed by a £5m marketing campaign, in April.

The previous sponsor of the British Comedy Awards was Highland Spring. Broadcast regulator Ofcom criticised ITV earlier this year after a representative of the water brand spoke about the product on last year’s show.

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