Irn-Bru has launched a PoS campaign giving shoppers the chance to win prizes worth up to £10,000.
The campaign is part of an £8m brand investment in Irn-Bru by owner AG Barr this year.
From 3 March to 29 April, shoppers can win one of four solid 18-carat gold girders, alongside other prizes including gold-plated keyrings and charms, and digital coupons for free cans and bottles of the drink.
Shoppers can enter by scanning the QR code on PoS, which will take them to the brand’s website. Here they can enter the product barcode and batchcode from their purchased pack. They will instantly be told whether they’re a winner or not and the prize fund will refresh every two weeks.
A full PoS kit would be available for retailers to maximise sales during this limited period, where demand would be at its peak, the brand said.
“This is a one-of-a-kind promotion from Irn-Bru with a one-of-a-kind prize on offer,” said Kenny Nicholson, head of Irn-Bru brand. “We will be reaching shoppers far and wide with a heavyweight campaign, including outdoor and digital advertising, experiential sampling and in-store marketing.
“We expect that demand for Irn-Bru will be absolutely sky-high, so we encourage retailers to get prepared with full range availability throughout the eight weeks, whilst also making use of our disruptive and cheeky PoS to drive their Irn-Bru sales.”
Sales of Irn-Bru grew by £8.9m on volumes up 0.4% last year, according to The Grocer’s Top Products Survey.
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