getting a major marketing investment in the run-up to Christmas as part of what Halewood International describes as its "biggest ever push" behind its leading brands.
Marketing controller Richard Clark said: "The company has a series of initiatives for its key brands including Lambrini, Lamb's Navy rum, Red Square vodka, Sidekick and Tsingtao beer, all with the objective of supporting the retailer in this increasingly competitive and challenging
Lambrini has teamed up with fashion guru Kirsty Doyle for a campaign dubbed Desperately Seeking Sparkle, which will
offer readers of OK! and Company magazines win makeovers and merchandise.
There will also be online advertising and activity on Facebook, and a number of discount and multibuy offers.
Senior brand manager Caroline Reynolds said: "This programme is the latest stage in our programme to recruit new consumers to the brand and reactivate lapsed consumers. We are confident
the combination of product innovation with strong advertising support and point of sale initiatives will put our retail customers in strong position to drive sales ."
There will be a packaging makeover for Lamb's
and a £500,000 national press ad campaign aimed at men aged over 45. Halewood will emphasise the brand's versatility in cocktails.
The recently launched Sidekick 50cl range will be supported with both price promotions and POS kits .
Tsingtao Chinese beer will benefit from a n ongoing consumer competition to find the UK's best Chinese
restaurant in conjunction with celebrity chef Ed Baines.
Crabbie's Green Ginger Wine
will also benefit from promotional support for both the original and Crabbie's Mac variants. Halewood has teamed up with Dairy Crest to distribute money-off next purchase vouchers through doorstep delivery milk rounds as part of Dairy Crest's voucher booklet programme.