Crabbie’s Alcoholic Ginger Beer will sponsor Channel 4’s relaunched TFI Friday with Chris Evans as host when it returns in October.
The seven figure sponsorship, saw Ponderosa produce the idents for Crabbie’s in just two weeks, These will run alongside the newly reformatted show with Top Gear host Evans at the helm.
The ‘Give it some Ginger’ campaign asserts the world would be a better place if it were more ginger. With a voiceover from Vic Reeves, the brand expects substantial returns from its association with the resurgent show.
Claire Kelly, marketing controller for Crabbie’s, in praise of Ponderosa, said: “’Give it Some Ginger’ is not only a brand relevant proposition but one that we believe will also resonate with viewers, and I can't wait to see their reaction."
Richard Midgley, group planning director of the Ponderosa Group, described the account as a “major coup”.
He added: “With just fifteen days to turn the production around and a very competitive bid process, this campaign is testimony to our ability to work quickly without compromising brand quality or creativity. We love the work and hope our core audiences do too."
The ten episode series run will commence 16 October.