A.G. BARR (LSE:BAG) has launched its IRN-BRU summer football campaign this week, a multi-channel marketing activation designed to increase brand awareness and commercial reach across the UK and internationally.
The campaign runs on TV, out-of-home, social, PR and in-store and in-depot merchandising, features celebrities including Susan Boyle and Alex Kapranos, and re-records the "Made in Scotland from Girders" IRN-BRU song into a fan anthem, A.G. BARR is a UK-based branded multi-beverage business with market-leading brands including IRN-BRU, Rubicon and Boost.
The company says the campaign is engineered to reach 96% of all adults in Scotland 15 separate times and to actively increase awareness across England and Wales.
Currently about c. 40% of IRN-BRU sales are outside Scotland and A.G. BARR reports it has made progress increasing distribution points with retailers in England and Wales over the last six months.
"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," Kenny Nicholson, IRN-BRU Brand Director at A.G. BARR, said.
The campaign will run across the summer with the stated aim of converting increased awareness into wider penetration and higher sales through continued channel expansion.
