Crabbie’s Launches £1m On Pack Offer for The Crabbie’s Grand National

10 Feb 2014 --- Halewood International has announced a £1 million on pack offer for its Crabbie’s brand in the run up to The Crabbie’s Grand National.

The On Pack Offer will give consumers the chance to win £1 million – matching the prize fund of the winner of The Crabbie’s Grand National itself.  A range of other prizes are also up for grabs, including cash giveaways, tickets to The Crabbie’s Grand National and bottles of Crabbie’s Alcoholic Ginger Beer.

Scratch cards will be handed out with the purchase of Crabbie’s Alcoholic Ginger Beer in the On Trade during February and March.  Consumers can then enter an eight digit code that will unlock the opportunity to play an interactive game of Donkey Derby on the Crabbie’s website www.crabbiesgingerbeer.co.uk/million.

The offer will run on all 500ml and 330ml bottles of Crabbie’s Original, Scottish Raspberry and Strawberry and Lime throughout the Off and On Trades.  In the On Trade, competition stock will be available throughout February and March in bars and pubs that currently list Crabbie’s Alcoholic Ginger Beer.

Halewood International will be distributing activation kits while stocks last, which include Crabbie’s Grand National branded posters, bar runners, bunting, pallet wraps and drip mats, to support licensees and promote the sponsorship to customers.

Claire Kelly, Senior Brand Manager for Crabbie’s said: “This competition will allow fans of Crabbie’s Alcoholic Ginger Beer to join in with the excitement of The Crabbie’s Grand National, even if they’re not able to attend the race itself.  The On Pack Offer represents a major investment for Halewood International and the interactive game is a brand new mechanic for the Crabbie’s brand.

“The On Pack Offer will help to raise awareness of Crabbie’s sponsorship of the Grand National amongst both drinkers and non-drinkers of the brand and generate consumer interaction with the brand through the new Crabbie’s website.”

Crabbie’s will also be running this promotion in the Off-Trade to win £1M via unique codes on promotional bottles of Crabbie’s Alcoholic Ginger Beer, available in major multiples and the wholesale and independent channels.