Summary:
AG Barr ends 30-year partnership with The Leith Agency for Irn-Bru's marketing.
Switching to Lucky Generals, a London-based agency, marks a new direction.
The Leith Agency created iconic and sometimes controversial ads.
Notable campaigns include Mannschaft and Sing Song.
Richard Marsham and AG Barr's new management seek fresh ideas.
Lucky Generals is expected to maintain the brand's creative legacy.
The owner of Irn-Bru, AG Barr, has officially ended its nearly 30-year partnership with the Scottish marketing firm The Leith Agency. This collaboration was known for creating some of the most memorable and sometimes controversial advertising campaigns for the iconic Scottish drink.
A Shift in Marketing Strategy
AG Barr has decided to shift its marketing efforts to Lucky Generals, a London-based agency. This change comes as AG Barr's leadership evolves, with the departure of long-serving chief executive Roger White in April last year.
Iconic Campaigns and Controversies
Over the years, The Leith Agency produced numerous campaigns that not only celebrated Scottish humor but also pushed boundaries. Notable campaigns included:
- Mannschaft: Created for the Germany vs. Scotland match in Euro 2024.
- A Christmas-themed ad inspired by The Snowman.
- The controversial Sing Song ad, which was withdrawn after complaints.
Other memorable ads included Fanny, addressing the naming of a baby, and Electric Lady, featuring an elderly woman on a mobility scooter robbing a supermarket.
New Beginnings
Richard Marsham, managing partner at The Leith Agency, expressed his sadness over the end of the partnership, noting the company's pride in delivering iconic ads that combined entertainment with commercial success. He acknowledged that with new management at AG Barr, a desire for fresh ideas has emerged.
Lucy Henderson, AG Barr’s director of marketing, emphasized the importance of exploring new agency options to align with the brand's growth. Despite the transition, she reassured that they would continue to work with The Leith Agency on exciting campaigns until summer, ensuring a smooth transition to Lucky Generals.
Looking Ahead
Lucky Generals, known for its work with brands like Amazon and Yorkshire Tea, is set to take Irn-Bru into its next chapter, promising to deliver creative work that resonates with the brand's identity.
AG Barr expressed immense gratitude for The Leith Agency's contributions, recognizing their role in the brand's success over the years.
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