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Crabbie’s

Case Studies

Crabbie’s – Spiffing Man Shed Tour

Crabbie's

Events

Experiential

PR

06 October 2014

Background

During the key Christmas sales period for Crabbie’s Alcoholic Ginger Beer, Hatch were tasked with producing a consumer experiential and sampling PR campaign, driving trial and supporting above the line Crabbie’s Christmas activity.

Hatch created a Crabbie’s branded ‘Man Shed’, tying in with the Crabbie’s advertising, a ‘Ginger’ escape for weary male shoppers to retreat whilst being dragged around the shops by their other halves. The ‘Man Shed’ acted as an entrance to a ‘secret garden’ of men’s activities including playstation, table football, scaletrix, and of course Crabbie’s Alcoholic Ginger Beer samples.

The ‘Crabbie’s Christmas Man Shed’ toured Manchester, Newcastle, Sheffield, Kent and Glasgow, sampling Crabbie’s Alcoholic Ginger Beer along with the newer Spiced Orange and Black Reserve variants.

Objectives

  • To drive awareness and trial of Crabbie’s Alcoholic Ginger Beer during key sales period
  • Encourage trial and sales of the whole range including new variants.
  • Raise the profile of Crabbie’s Alcoholic Ginger Beer in each area
  • Continue to position Crabbie’s Alcoholic Ginger Beer as a ‘tongue in cheek’ fun brand, maximising the Camilla and George advertising campaign running over Christmas.

Strategy and Tactics

Hatch chose key shopping centres around the UK with prime footfall spots, pre-Christmas, working with each shopping centre to maximise awareness, featuring on their Twitterfeeds, website, and TVs inside the centres to drive engagement with the brand and visits to the ‘Man Shed’.

Hatch approached media in each area including broadcast and print, inviting them to come along to the ‘Man Shed’, and interview men on why they dislike Christmas shopping and the ‘Crabbie’s Christmas Man Shed’ Experience.

Hatch also approached and achieved coverage in women’s titles such as Cosmo, offering women the chance to drop their other halves off and pick them up after their shopping trip, interacting with full target market.

Hatch implemented the full tour, from the concept creation, health and safety, booking and full logistics, manning the area as well as maximising PR opportunities with the media.

Outputs

  • Wide spread pre-Christmas coverage in regional and national titles.
  • Cemented the association of Crabbie’s Alcoholic Ginger Beer with Christmas.
  • Sampled 15,000 of the various Crabbie’s Alcoholic Ginger Beer variants to consumers
  • Opportunities to See of over five million at the centres