Drinks news

Crabbie’s ‘Gives it some Ginger’ with TFI Friday sponsorship

TFI Crabbies FinalCrabbie’s Alcoholic Ginger Beer, distributed in Northern Ireland by United Wine Merchants will be the official sponsor for the return of TFI Friday show hosted by Chris Evans.

Beginning on 16th October, the seven figure sponsorship deal will run across all 10 episodes of the revived comedy show. TFI Friday returned to Channel 4 for a 90 minute special on Friday 12 June 2015 attracting a peak audience of 4.2m viewers, with over 90,000 tweets at an average of 519 tweets-per-minute, TFI Friday was the most talked about programme that week.

The marketing campaign is themed around the line ‘Give it Some Ginger’- a play on Crabbie’s Ginger Beer the drink’s name and Evans’ hair colour – and will feature an eccentric central character turning inanimate objects, people and animals ginger in a series of live action 15 second spots.

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, The National Television Awards and the British Comedy Awards. 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.

Christine Kermath, Crabbie’s Brand Manager said “The TFI Friday sponsorship is perfect fit for the Crabbie’s brand and will provide a great opportunity to engage with both old and new fans of the iconic show. The comedy focused marketing campaign is sure to resonate with consumers in Northern Ireland, and will be supported with investment via trade and consumer advertising including a digital campaign supported by social channels.”

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.

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