MKTG Launches ‘Awkward’ Campaign For McGuigan Wines

MKTG Launches ‘Awkward’ Campaign For McGuigan Wines

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.”


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


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