Scotland’s other national drink, in Scotland’s chip shops.
Targeting
Scotland football fans
Competing for attention during a major football tournament usually means outspending official sponsors. Irn-Bru found a genuinely Scottish channel instead, the chip shop, turning hundreds of local venues into matchday support for the national team.
Challenge
Competing with official sponsors
Standing out during a major tournament means competing with official sponsors and vastly larger media budgets for the same national attention.
Why it worked
On-the-ground presence
Branded bags across hundreds of chip shops nationwide gave Irn-Bru an authentic, on-the-ground presence tied to Scottish culture, delivering tournament-relevant visibility no broadcast sponsorship could replicate at that cost.
More work
