Tap into scorching summer sales with IRN-BRU promotion

IRN-BRU will be building on phenomenal summer sales growth and boosting the category with a national competition to run from 1 August.

The No. 1 Scottish grocery brand^[1] will be offering bespoke Point Of Sale kits to its customers which include a QR code for shoppers to enter the summer competition. It will also run on social media, helping consumers up and down the country make the most of summer.

Jonathan Kemp, Commercial Director at Barr Soft Drinks, said: “Summer is a key sales period for soft drinks and IRN-BRU is a proven profit booster for retailers across all channels. With over 1000 amazing prizes to be won, ranging from IRN-BRU BBQs and deck chairs to beach towels, golf umbrellas and flipflops, we know that IRN-BRU will help drive retailer sales.”

“We’re encouraging retailers to plan ahead, increase facings and make the most of this eye-catching competition POS to maximise shopper engagement with the category and brand.”

IRN-BRU delivers the highest frequency across other flavoured carbonates^[2], bringing 30% of new category customers back^[3], presenting a real opportunity for retailers to attract more shoppers and drive incrementality this summer.

^[1]  Kantar World Panel, Value Sales, Take Home Non-Alcohol Brands, MAT to Sept 2023, Total Scotland

^[2] Kantar L52W Oct 23

^[3] Retailer data L16W w/e 24.9.23