A national TV campaign will run for three weeks in the run up to and during Easter on ITV1, Channel 4 and satellite channels. The ad features fictional 1950s couple George and Camilla giving a Crabbie’s-style cookery lesson.
It will be supported by radio and trade press ads, as well as a video on demand and a digital campaign.
Brand ambassador and Michelin starred chef Atul Kochhar will also take part in activities to strengthen the link between Crabbie’s and food, including creating a selection of recipes “with a ginger twist”.
The push has been designed to target 25 to 54-year-old men and women, according to Halewood, which predicted more than 10 million consumers would be exposed to the campaign.
Brand Manager Al Cross said: “Crabbie’s has been a runaway success since its launch.”