AG Barr has launched a new advertising campaign to win fans in England and Wales over the World Cup summer.
The company has enlisted celebrities including Susan Boyle and Franz Ferdinand’s Alex Kapranos, and has re-recorded its 1980’s anthem We’re Made In Scotland from Girders.
The campaign is “designed to reach 96% of adults in Scotland 15 separate times, as well as actively increase awareness across England and Wales”.
Currently, only 40% of Irn-Bru sales are made outside of Scotland. Scotland’s population is just 5.5 million compared to a combined total of around 62 million in England and Wales.
AG Barr said the “summer of sport” was a real commercial opportunity to extend Irn-Bru’s reach across the UK and worldwide.
“Good progress has been made with increasing IRN-BRU’s distribution points with retailers in England and Wales in the last six months, with an ongoing focus on availability expansion,” it added.
“IRN-BRU, the UK’s third biggest flavoured carbonate brand which is celebrating its 125th anniversary this year, has become synonymous with football, thanks to its unique tongue-in-cheek campaigns,” said Irn-Bru brand director Kenny Nicholson.
“With a summer of football comes a huge soft drinks opportunity for retailers, and this year we are helping retailers make the most of this essential and unmissable category opportunity with another iconic and memorable IRN-BRU campaign including sales-driving special packs.”
No comments yet