Halewood International is to invest more than £3m in the run up to Christmas, with Crabbie's Alcoholic Ginger Beer becoming a sponsor for the British Comedy Awards 2009 on ITV1.

This will be backed with a television advertising campaign which will go live from November 21 on ITV1, Channel 4, Five and satellite channels.

The broadcast campaign will be supported by a major PR initiative in both the on- and off-trade which will include a celebrity TV chef being named as the UK ambassador.

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