AG Barr launches national marketing drive for Irn-Bru

Scottish drinks manufacturer AG Barr has launched a national marketing campaign for Irn-Bru, to drive sales for retailers in the south of England.

The £6m “gets you through” campaign will include two new national TV adverts running on a range of channels including ITV and Sky and on-demand TV for three months from April.

Irn-Bru has also announced a three-year-deal with The Football League, becoming its official soft drink partner. The activity will reach 15 million fans attending games and a further 30 millon watching on TV. Irn Bru will continue its sponsorship of the Scottish Professional Football League.

Adrian Troy, head of marketing for AG Barr, said retailers should stock drinks products that merit the space they take up on shelf. “There’s a perception that the world has moved on and is now all about health, but the consumption level of carbonates is not going down,” he added.

Troy told Retail Express: “We don’t think this move into the south will jeopardise our Scottish identity. We’re focussing less about being Scottish and more about the wider appeal of comedy, which happens to be delivered with a Scottish accent.”