Crabbie's Alcoholic Ginger Beer sponsors TFI Friday

Crabbie's Alcoholic Ginger Beer, the brand owned by Halewood International, is to sponsor the return of TFI Friday on Channel 4 in a seven-figure deal.

Crabbie's: the alcoholic ginger beer sponsors TFI Friday, hosted by Chris Evans
Crabbie's: the alcoholic ginger beer sponsors TFI Friday, hosted by Chris Evans

The partnership will run for the duration of the series, which will be presented by Chris Evans. The first of the 10 episodes will launch at 8pm on Friday 16 October.

The sponsorship idents are being created by Ponderosa. The 15-second spots will show a "charismatically charming, smoothly stylish and effortlessly eccentric" Crabbie’s character who turns items, people and animals ginger.

The deal was struck by Channel 4 and MediaCom Manchester.

Rupinder Downie, the partnership controller at Channel 4, said: "Our partnership with Crabbie's Alcoholic Ginger Beer demonstrates perfect brand alignment with an inimitable Channel 4 brand on Friday nights, when 4 continues to deliver unrivalled young audiences.

"The hugely popular show returns at a key period in the year for the client and their campaign's entertaining creative combined with innovative off screen activation make for an exciting new partnership."

A special episode of TFI Friday was aired on Channel 4 in June, pulling in a peak audience of 4.2 million viewers.

Charlotte Dearsley, the head of TV strategy at MediaCom, said: "TFI Friday is already shaping up to be one of the most hotly anticipated shows of the year, putting Crabbie’s in the perfect position to capitalise on all the buzz and brilliance of the return of one of the most iconic British chat shows of all time.

"With a full licensing package including in store, on trade and competitions, Crabbie’s on screen association with TFI Friday will form the centrepiece of what will be an extremely hard-working and wide-reaching deal."

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