It has hired Burt Greener Communications (BGC) to handle the push.
Barr Soft Drinks PR manager Edna Cunningham said BGC would initially support two low-key sponsorships: ‘With Irn-Bru, we have to introduce it to the English market but we can’t forget our heritage in the West-Central belt of Scotland.’
The account, which BGC won after a two-way pitch, will be led by agency director Janine Greener.
Barr Soft Drinks retains Buchanan Communications for financial PR.
Barr Soft Drinks manufactures and distributes Orangina, Lipton Ice Tea and Findlay mineral water, among other brands.