MKTG Launches ‘Awkward’ Campaign For McGuigan Wines

MKTG Launches ‘Awkward’ Campaign For McGuigan Wines
SHARE
THIS



Lifestyle marketing agency MKTG has announced it has launched ‘Awkward Moments’, a through-the-line campaign for McGuigan Wines that will roll out across Australia and the UK.

MKTG won the work after a competitive pitch, and was selected for its unique approach, offering a single-minded and simple advertising idea around the etiquette of bringing wine to an occasion.

Following the successful introduction of ‘Bring a McGuigan’ in 2016, this year’s campaign from MKTG is a humourous series of people cringing as they drink terrible wine – reminding consumers to ‘Bring a McGuigan’ to avoid ending up in an awkward situation like the people in the images.

MKTG’s campaign includes national out-of-home (OOH) elements, print, office display ads, a national off-premise program and social media. The campaign will also roll out in the UK through OOH, digital and in-store communication.

McGuigan Wines' 'Awkward Moments' campaign

Roger Maconachie, senior brand manager at McGuigan Wines, said: “We look for brave ideas in a competitive marketplace and the MKTG creative team didn’t disappoint.

“Wine is a highly fragmented category with thousands of ‘me too’ brands, so it was important we developed creative that would disrupt, entertain and resonate with consumers.

“MKTG’s ‘Awkward Moments’ was the stand out idea – the strength was is in its simplicity and recognition of many Australians’ irreverent sense of humour toward wine etiquette.

“We enjoyed a very thorough development process with the MKTG team and are confident the campaign will help McGuigan Wines reach its awareness objectives.”

Cam McGeachie, general manager of MKTG Sydney, said: “We had a lot of fun developing ‘Awkward Moments’ for McGuigan and we’re proud to be bringing a fresh style of communication to the wine category, moving away from the typical flowing wine, vineyeards, cellars and bottles that swamp the industry.

“This campaign demonstrates MKTG’s power as a strategic and creative business, and we look forward to seeing it drive real retail ROI for McGuigan Wines in Australia and overseas.”

CREDITS

Client: McGuigan Wines

Senior brand manager: Roger Maconachie

Agency: MKTG Sydney

General manager: Cam McGeachie

National strategy director: Michael Blumberg

Creative lead: Owen Kane

Account director: Erin Hunter

Production: Susan Sheehan

Photographer: Kenny Smith

 

Please login with linkedin to comment

Latest News

Freeview Recognised At International HbbTV Awards
  • Marketing
  • Media

Freeview Recognised At International HbbTV Awards

Freeview Australia has been awarded Best Marketing or Promotion of an HbbTV Based Service at the inaugural HbbTV Awards, announced last week in Rome. Run by the HbbTV Association, the global awards attracted 71 entries from 17 countries and recognise the best adoption of HbbTV (hybrid broadcast broadband TV), technical excellence and commercial advantage. Freeview […]

D’Marge Partners With Virgin For New Edition Of ‘Shut Up & Take My Money’ Mag
  • Media

D’Marge Partners With Virgin For New Edition Of ‘Shut Up & Take My Money’ Mag

After its debut attempt at print, Aussie publisher D’Marge has rolled the dice again on its first ever print product. Shut Up & Take My Money flagrantly celebrates materialism and the good life, with the new edition seeing the magazine’s editorial team travel to Apple’s futuristic new headquarters in Cupertino, California for the launch of the iPhone […]

New Conference To Reveal Purchasing Power Of Aussie Mums
  • Marketing

New Conference To Reveal Purchasing Power Of Aussie Mums

Australian mums are a powerful, highly educated, cashed-up and discerning group that are using the power of the internet and social media to make – or break – brands. Mums don’t just buy a brand because of its price or availability – they use the power of online reviews, their knowledge about brand’s ethical behaviour […]

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)
  • Marketing
  • Media

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

As AFL’s Richmond Tigers and NRL’s Melbourne Storm bask in the glory of their Premiership victories, another war was waging across social media. Sports social content platform 20FOUR today revealed the winner in the battle of the footy codes, declaring the AFL victorious over the NRL in audience engagement during this year’s grand final. Just over 3.5 million people tuned in to watch the […]

by B&T Magazine

B&T Magazine
Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne
  • Advertising
  • Marketing

Female Industry Leaders To Help Launch Unique Walking Tribe In Melbourne

After successfully launching in Sydney and Brisbane in the past year, Mentor Walks has announced it is expanding to Melbourne with the help of some female industry leaders. How Mentor Walks works is through a small group of senior female executive leaders who agree that, when they are available, will be part of a monthly […]

The Core Agency Wins Key Pharmaceuticals Creative Account
  • Advertising

The Core Agency Wins Key Pharmaceuticals Creative Account

Key Pharmaceuticals has announced it has selected The Core Agency to manage strategy and creative duties for its stable of brands, following a competitive creative pitch. The Sydney independent agency will become the lead agency for all Key Pharmaceuticals brands across Australia and New Zealand, which include Blistex and Hamilton. A spokesperson for Key Pharmaceuticals […]

App Annie Announces New Managing Director For APAC
  • Technology

App Annie Announces New Managing Director For APAC

App market data and analytics company App Annie has announced the appointment of Cindy Deng as its new managing director for the Asia-Pacific (APAC) region. Deng joins App Annie with more than 18 years’ experience in enterprise IT, digital advertising, data analytics, and data management. In her most recent role at Turn, she was responsible […]

New Editor For GQ Australia
  • Media

New Editor For GQ Australia

Unfortunately, it's no more Lowes or Roger David for Michael Christensen after being named fashion organ's top tamale.

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]