The on-pack offer gives consumers the chance to win £1 million (over €1.2 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 Grand National and bottles of Crabbie’s Alcoholic Ginger Beer.
Promotional bottles contain unique codes that unlock the opportunity to play an interactive game of Donkey Derby on the Crabbie’s website www.crabbiesgingerbeer.co.uk/million.
The offer runs on all 500ml and 330ml bottles of Crabbie’s Original, Scottish Raspberry and Strawberry and Lime throughout the off- and on-trades. In the off-trade, competition stock is now available in the wholesale and independent channels.
United Wine Merchants is also taking a mock-up of one of the most iconic Grand National fences, The Chair, plus two life-size branded horses on a promotional tour visiting on- and off-trade accounts in Dublin and Belfast. This is being accompanied by the branded Crabbie’s double-decker bus and aims to further support licensees in promoting this sponsorship, offering consumers the chance to sample the Crabbie’s Flavours and ultimately the opportunity to enter and win a trip to the Crabbie’s Grand National.
Emma Haughian, Brand Manager at Crabbie’s all-Ireland distributor United Wine Merchants, 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 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.
“We’re also really excited to be bringing the Crabbie’s Fence and Bus Tour to Ireland as this will further drive the messaging about Crabbie’s sponsoring of this iconic event and will help deliver the Crabbie’s messaging to our retailers, suppliers and consumers whilst of course generating fun and excitement!”.