We are delighted that our innovative IRN-BRU Xtra campaign ‘It makes no sense’ has won the award for Best Food & Drink campaign at last night’s Northern Marketing Awards.

The campaign focused on ‘Great taste and zero sugar’ that didn’t make sense to our audience, so we created a campaign that literally made no sense. A creative that simply carried a jumble of words with the strap line “Xtra Taste and no sugar – it makes no sense”