AG Barr brings a kick of nostalgia for new Irn-Bru campaign
SCOTTISH soft drinks giant AG Barr has launched its largest ever national brand-building campaign for Irn-Bru.
The heavyweight campaign makes up part of the firm’s “phenomenal” £8million investment into Irn-Bru and will be spearheaded with a new TV advert which brings back the brand’s ‘Made in Scotland From Girders’ strapline.
The ads will be supported by OOH media and a national sampling campaign, which is set to reach up to 1million shoppers throughout its run.
Set to run across August and September, the new ad will be seen across TV, digital and social channels and is expected to reach up to 90% of 16-34 year olds in Scotland.
All of this is backed by disruptive in-store activations to ensure store owners will be able to add a larger presence for Irn-Bru across their stores.
AG Barr has also stressed the importance of stocking all three variants of Irn-Bru – consisting of Irn-Bru Regular, Irn-Bru Sugar Free and Irn-Bru XTRA – to cater to all shoppers.
Kenny Nicholson, brand director for Irn-Bru, said: “Summer is already a traditionally strong sales period for Irn-Bru, which has the highest frequency, volume and repeat purchase of the UK’s top flavoured carbonates brands during summer.
“Our new ‘Made in Scotland From Girders’ campaign will supercharge that. Consumers can expect to see more of the same tongue-in-cheek creative that they love, and wholesalers and retailers can expect demand for Irn-Bru to reach an all-time high.”
