AG Barr has brought back Irn-Bru’s legendary ‘Made in Scotland from girders’ slogan in a new UK-wide campaign that launches today (22 August).
The campaign is spearheaded by a new short film in which a young customer lectures a shopkeeper – played by Still Game actor Sanjeev Kohli – on why Irn-Bru is “not a soft drink”.
It begins with a social media rollout, followed by a TV debut on Saturday across ITV, Channel 4, Sky, Netflix, Amazon Prime and Disney+. The ad will appear in high-profile slots including First Dates, SAS Who Dares Wins and The Grand Tour, and will also feature in cinemas ahead of films such as Freakier Friday and Fantastic 4.
Described by the brand as its biggest investment of the year, the campaign is expected to reach 90% of UK 16–34-year-olds an average of 5.5 times. It will be supported by in-store and online retail activation, with outdoor advertising live in Glasgow, Edinburgh, Manchester, Birmingham and London until 28 September.
The brand encouraged retailers to support the campaign on social media and in-store.
