Modern Marketing Brand Purpose

Irn-Bru partners with UberEats to bring Burns suppers to people’s doors

By John Glenday | Reporter

Irn Bru


Uber Eats article

January 19, 2022 | 3 min read

Irn-Bru is partnering with UberEats to serve up a taste bud tingling medley of haggis, neeps and tatties this Burns Night, alongside its bright orange beverage.

Pairing Scotland’s national dinner with its other national drink, the tasty twist on traditional celebrations this 21 January sees a pop-up restaurant deliver haggis nuggets with a spiced Irn-Bru chutney, as well as a mac’n’cheese pie topped by Bru-glazed bacon crumble directly to any door in Glasgow and Edinburgh.

’Burns by Bru’ has been inspired by research showing that 49% of millennial Scots don’t celebrate Burns Night, opening up a generational divide on the most Scottish of celebrations. The survey by ScotPulse found that 17% of people younger than 34 were unable to cook up a Burns Supper, with a further 15% turned off by the prospect of chomping into a sheep’s stomach.

Irn Bru

Irn Bru partners with UberEats to bring themed Burns suppers home

Keen to reverse these dispiriting statistics, Irn-Bru has devised its own menu – complete with a vegan option – to remove any age barriers to the occasion.

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Adrian Troy, marketing director at Irn-Bru owner AG Barr, said “As a brand that’s so proud of our Scottish roots, it was a no-brainer to unite with UberEats to make sure that future generations continue to celebrate a day that’s become synonymous with celebrating being Scottish.”

“We hope Bru fans across the country will join us in raising a toast to Rabbie while tucking into their reimagined Burns supper. And we are pleased to say that for every ’Burns by Bru’ meal ordered, the full cost be donated directly to Scottish food banks – as the bard himself said, ‘a man’s a man for a’ that’.“

Last year Irn-Bru paid homage to Western cliches with a depiction of how the carbonated can went down in a gunslinger tavern more used to serving whisky.

Creative, earned media and social was delivered by John Doe & The Leith Agency.

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Irn-Bru is a Scottish carbonated soft drink, often described as "Scotland's other national drink".

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