Irn-Bru is set to launch a promotion offering shoppers the chance to win branded football merchandise to tie in with this summer’s UEFA Euro 2024 tournament.

From 15 April, shoppers will be able to access the promotion via £3 price-marked 330ml 6-packs and 500ml £1 price-marked bottles of Irn-Bru and Irn-Bru Xtra in convenience, as well as Sugar Free varieties in Scotland.

Supplier Barr Soft Drinks will support the promotion with a £2m investment across TV, outdoor and digital advertising.

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Retailers will also have access to PoS to highlight the promotion.

Jonathan Kemp, commercial director at Barr Soft Drinks, said: “Irn-Bru is proven to drive the category around big sporting events. During the World Cup, the brand delivered more than 10% incremental category volume and it was the second biggest national brand at the last Euros.

“Irn-Bru will be the brand of summer soft drinks and we’re encouraging retailers to plan ahead, increase facings and make the most of our new packs and eye-catching POS to maximise this profit opportunity.”

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