Playing into the demand for nostalgia through Irn-Bru
SCOTTISH soft drinks brand Irn-Bru has brought back its ‘Made in Scotland from Girders’ masterbrand campaign once again for 2026 to build further on its brand refresh.
The ad creative has been brought back to run across August and September as part of an £8million brand investment from parent firm AG Barr and is set to tap into the ongoing demand for nostalgia across the FMCG space.
This summer the ad creative will be back across TV, broadcast video on demand, social media and OOH locations and will also be supported by continued nationwide sampling opportunities, getting more than 850,000 cans into shoppers’ hands to engage them with the brand.
In addition to this, the soft drinks brand has rolled out new POS-driven consumer and wholesale facing promotions to mark its 125th anniversary year. Shoppers will be able to win £125 in cash every 125 minutes by purchasing any Irn-Bru pack. Meanwhile, wholesale customers will be in with the chance of bagging one of 125 £125 cash prizes by purchasing any fives cases of Bru.
The brand activity is set to kick off from August and retailers have been encouraged to ensure full availability for the core range of Irn-Bru, including Irn-Bru Zero, to help make the most of in-store and in-depot POS and capture consumers’ attention and sales.
Kenny Nicholson, Irn-Bru brand director at AG Barr, said: “Irn-Bru continues to go from strength to strength, and this year’s investment is accelerating that momentum. Our brand refresh has clearly increased rate of sale, and the return of ‘Made in Scotland from Girders’ has hit a new wave of nostalgia, attracting the next generation of drinkers and peaking shopper engagement.
“With high impact sampling, unmissable promotions and continued investment behind the brand, we’re driving more shoppers than ever before to purchase, delivering another phenomenal year for the brand and our retail partners.”
