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

Awkward Moments McGuigan Wines MKTG MKTG Sydney

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]