AG Barr brings back ‘Made in Scotland from Girders’ IRN-BRU advertising

AG Barr has launched its largest ever national brand-building campaign for IRN-BRU, spearheaded by a new TV advert which brings back the iconic ‘Made in Scotland from Girders’ strapline.

The campaign for the UK’s third biggest flavoured carbonates brand (Circana) is part of a £8 million investment this year for IRN-BRU.

The heavyweight campaign will continue to clearly differentiate IRN-BRU from other carbonates with the IRN-BRU attitude and personality that the brand is famous for. It will run across a number of media channels during August and September, including TV, digital and social.

The ads will be supported by an out-of-home campaign and national sampling reaching one million shoppers, all backed by bold, disruptive in-store activation.

Kenny Nicholson, IRN-BRU brand director, 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 (Kantar).

“Our new ‘Made in Scotland from Girders’ campaign will super-charge that. Consumers can expect to see more of the same cheeky tongue-in-cheek creative that they love, and wholesalers and retailers can expect demand for IRN-BRU to reach an all-time high.”

AG Barr is also advising retailers about the importance of stock both variants of IRN-BRU (regular and XTRA) to cater for all shoppers, whilst using PoS material to attract them to the fixture.