AG Barr invests £8m in IRN-BRU including wholesale-facing promotions

AG Barr is bringing back its IRN-BRU ‘Made in Scotland from Girders’ masterbrand campaign throughout August and September as part of an £8 million brand investment.

The ad creative was first revealed last summer, bringing back the iconic strapline after almost 40 years. This summer, it will be back across TV, broadcast video on demand, social and out of home, supporting continued nationwide sampling – getting more than 850,000 cans into consumers’ hands.

To celebrate 125 years of IRN-BRU, the company is also rolling out PoS-driven consumer and wholesale facing promotions. Shoppers can win a £125 cash prize every 125 minutes by purchasing any IRN-BRU pack. Meanwhile, wholesale customers can be in with a chance of winning one of 125 x £125 cash prizes by buying any five cases.

IRN-BRU is currently outperforming the carbonates category on value growth, and one in every two flavoured fizzy cans consumed in Scotland is IRN-BRU (Circana). The brand’s new look has been spearheading this success, outperforming the other flavoured carbonates category in England & Wales since it was introduced (Circana). IRN-BRU ZERO is growing 71% faster than the low-calorie carbonates sector (Circana).

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.”