AG Barr brand Irn-Bru is getting behind the Tartan Army in the build up to the World Cup by taking its 1980s “Made In Scotland From Girders” song and turning it a rallying cry for Scottish fans everywhere.
At the heart of the campaign, devised by Lucky Generals with media by the7stars, is a music video that will run across TV, social and digital celebrating the maverick bravery and humour that defines fans of the national team.
It features Scottish legends such as Susan Boyle, Aston Villa and Scotland captain John McGinn, Franz Ferdinand frontman Alex Kapranos, comedian Paul Black, viral singing sensation May Miller and dozens of real Tartan Army fans.
The film follows Scotland supporters navigating everything the summer throws at them – airport security, extortionate ticket prices, sleepless nights, American culture shock and Miami heatwaves – while defiantly singing their way through it.
Beyond the film, the campaign also features fan casting calls, cryptic paparazzi shots of key talent, social activations, Spotify and vinyl releases, OOH, reactive cutdowns and behind-the-scenes content featuring both celebrities and Scotland fans, supported by John Doe and Leith.
To firmly embed the track within Scottish culture ahead of the summer, the7stars has developed a phased media strategy designed to build anticipation before landing a high-impact launch moment across AV, audio, social and OOH.
Activity begins with an OOH poster at Glasgow and Edinburgh airport for departing fans, teaser content across Irn-Bru’s social channels before expanding into YouTube, BVOD and linear TV, including placements on ITV, designed to drive mass reach and fan participation.
Lucky Generals creative director Danny Hunt commented: “After 28 years the Tartan Army is about to show the world what’s under their kilt, and we thought they’d need an anthem to match.”
Activity will be supported by influencer and meme-led executions across social to seed out early cultural traction and drive credibility through native to platform content.
Irn-Bru head of brand Kenny Nicholson said: “Scotland fans are unlike any other supporters in the world. This campaign is a celebration of the humour, resilience and maverick bravery that makes the Tartan Army so special. No matter what this summer throws at us, we’ll face it together – because we’re all Made in Scotland from Girders.”
The7stars media planner Maddie Northwood added: “We’ve deliberately planned this campaign like a music release, building anticipation through teaser activity before landing a big cultural moment.
“The ambition is to make the track part of the Tartan Army experience, whether fans are singing it on the streets of Glasgow or the beaches of Miami. The media strategy is designed to stay agile throughout the summer, reacting to match moments and real-time fan sentiment as it unfolds.”
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