Wacky Irn-Bru idents back TFI Friday

Irn-Bru’s sponsorship of TFI Friday begins this week with a series of just under 100 bizarre idents devised by the Leith Agency.

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

Friday.



’Irn-Bru’s penetration is still relatively low outside Scotland and we

need to break down the barriers in the South of England,’ Dugdale

said.



’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

gargling.



The idents take the form of auditions held on a stage.



The sponsorship budget is in addition to Irn-Bru’s pounds 2 million

adspend.



Dugdale added: ’We are trying to make Irn-Bru a brand people want to be

seen with.’



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