December is a key period for the alcoholic ginger beer range and the campaign, which will include print ads, social media activity and new TV ads, with the slogan “Have a wonderful Crabbie’s Time,” are aimed at boosting the brand among its core market of 25 to 44-year-olds.
“The campaign will build upon the success of previous marketing initiatives and is set to reach the largest audience to date across multiple channels,” said senior brand manager, Claire Kelly.
“Crabbie’s remains the market leader within the alcoholic ginger beer category and we’re expecting this campaign to be a strong driver of sales and demand over Christmas.”
The company has also developed an app as part of the campaign, a Crabbie’s Advent Calendar.
The app will be updated each day, allowing users to download a variety of games and other information, and also features a ‘find Crabbie’s’ function, to inform consumers of the closest retailers or bars where they can purchase the brand.
This summer Crabbie's took over from John Smith's as the sponsor of the Grand National and branched out of ginger for the first time, with the launch of a new cloudy alcoholic lemonade.