Irn-Bru Shakes Things Up: 30-Year Partnership with Scottish Agency Ends for London Firm
The National2 months ago
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Irn-Bru Shakes Things Up: 30-Year Partnership with Scottish Agency Ends for London Firm

Industry Insights
irnbru
marketing
advertising
agencychange
scottishhumor
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Summary:

  • AG Barr has ended its nearly 30-year partnership with The Leith Agency.

  • The new marketing agency is Lucky Generals, based in London.

  • The Leith Agency created many memorable ads celebrating Scottish humor.

  • Ed Brooke praised the long-standing relationship and iconic campaigns.

  • Lucy Henderson highlighted the need to explore new agency options as the business evolves.

Irn-Bru's New Direction

The owner of Irn-Bru, AG Barr, has officially ended its nearly 30-year partnership with the Scottish marketing agency, The Leith Agency, opting instead to collaborate with Lucky Generals, a London-based firm.

A Legacy of Memorable Advertising

Since 1994, The Leith Agency has been instrumental in crafting iconic advertisements for Irn-Bru, showcasing Scottish humor in campaigns such as last summer's Mannschaft, which aired before the Germany vs. Scotland Euro 2024 opener. Every Christmas, fans eagerly anticipate the Irn-Bru rendition of The Snowman, featuring the characters soaring over Scotland.

Notable Campaigns

Some beloved ads include:

  • Fanny: A humorous take on baby naming.
  • Electric Lady: An elderly woman in a balaclava using her mobility scooter to rob a supermarket.

Ed Brooke, an executive partner at The Leith Agency, remarked on their long-standing relationship, stating, "Very few client-agency relationships last 29 years. Together, we’ve created some famous work for a brand that truly deserves it."

Transitioning Leadership

This shift comes after the departure of Barr's long-serving CEO, Roger White, with Euan Sutherland taking the reins. Sutherland, who has experience with brands like Superdry and Saga, aims to steer the company in a new direction.

Looking Ahead

Lucy Henderson, AG Barr's director of marketing, expressed gratitude for the partnership with The Leith Agency, emphasizing the importance of exploring what other agencies can offer as the business evolves. After a competitive pitch process, Lucky Generals was appointed to lead Irn-Bru's next chapter, promising to deliver creative work that resonates with the brand's essence.

The transition will involve collaboration with The Leith Agency until summer, ensuring a smooth handover of ongoing campaigns.

Lucky Generals is known for their successful Yorkshire Tea campaign featuring Sean Bean.

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