AG Barr strikes gold with new campaign for IRN-BRU

Kicking off an £8 million brand investment in 2025, AG Barr’s IRN-BRU, the UK’s 3rd biggest flavoured carbonate brand (Circana), is launching a PoS-led campaign that is designed to disrupt the soft drinks category.

IRN-BRU shoppers will be in with a chance of winning one of four solid 18 carat gold girders worth £10,000 each between 3 March and 29 April.

There will also be thousands of other prizes on offer, including exclusive gold-plated keyrings and charms and digital coupons for free cans and bottles of IRN-BRU.

A full and high-impact PoS kit will be available for retailers to maximise sales during this limited period when demand will be at its peak.

Kenny Nicholson, head of IRN-BRU brand, said: “This is a one-of-a-kind promotion from IRN-BRU with a one-of-a-kind prize on offer. We will be reaching shoppers far and wide with a heavyweight campaign, including outdoor and digital advertising, experiential sampling and in-store marketing.

“We expect that demand for IRN-BRU will be absolutely sky high so we encourage retailers to get prepared with full range availability throughout the eight weeks, whilst also making use of our disruptive and cheeky PoS to drive their IRN-BRU sales.”

Shoppers can enter by scanning the QR code on PoS which will take them to a promotional website where they can enter the product barcode and batchcode from their purchased pack. They will instantly be told whether they’re a winner, and the prize fund will refresh every two weeks so that consumers are encouraged to try again.

Retailers can head here to order their PoS kit – https://irn-bru.co.uk/pages/goldengirder – to create in-store theatre to maximise this sales opportunity.