Halewood International has lined up a television advertising campaign for its Crabbie's alcoholic ginger beer brand in the UK.

The drinks producer and distributor, which acquired the brand from Glenmorangie in 2006, said today (23 November) that the campaign will form part of a national pre-Christmas push, and will be backed by radio advertising and a PR initiative in both the on- and off-trade.

The 20- and 30-second ads will air on national TV and Video On Demand across ITV1, Channel 4, Five and all of the major satellite channels.

Crabbie's will also be the broadcast sponsor of the ITV 1 British Comedy Awards on 12 December.

"This is the first TV advertising campaign for Crabbie's alcoholic ginger beer, after an excellent response to the radio campaign," said Halewood's head of innovation, Richard Clark. "The combination of the sponsorship with television and radio advertising will make Crabbie's one of the most high profile brands during the crucial Christmas trading period where we believe we will steal significant market share in the over ice categories in the on- and off-trade channels."

The adverts will begin their TV run this week.