Irn-Bru’s sponsorship of TFI Friday begins this week with a series
of just under 100 bizarre idents devised by the Leith Agency.
Negotiations for the pounds 1 million deal began more than a year ago,
but broke down after leaks to the press. However, Nigel Dugdale, the
group marketing manager at Barr Soft Drinks, was determined to marry the
brands and persevered with Ginger Productions, which produces TFI
’Irn-Bru’s penetration is still relatively low outside Scotland and we
need to break down the barriers in the South of England,’ Dugdale
’Chris Evans’ popularity is not regionalised and as a maverick he makes
a great icon for the brand.’
The idents, which were directed by Darren Statman through Tony Kaye
Films, are based on an idea linked to the show’s content. TFI Friday
regularly features weird people, so when casting for the idents, the
Leith Agency put an ad in Variety asking for ’odd’ acts.
Responses included a humpty-dumpty who jumps off a piano on to 3,000
eggs and an Edith Piaf lookalike who sings the Marseillaise while
The idents take the form of auditions held on a stage.
The sponsorship budget is in addition to Irn-Bru’s pounds 2 million
Dugdale added: ’We are trying to make Irn-Bru a brand people want to be