B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: MKTG Launches ‘Awkward’ Campaign For McGuigan Wines
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > MKTG Launches ‘Awkward’ Campaign For McGuigan Wines
AdvertisingCampaignsMarketing

MKTG Launches ‘Awkward’ Campaign For McGuigan Wines

Sarah Bamford
Published on: 6th October 2017 at 9:41 AM
Sarah Bamford
Share
3 Min Read
SHARE

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

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: McGuigan Wines, MKTG
Share
By Sarah Bamford
Follow:
As the Group Communications Manager for Dentsu Aegis Network Australia & New Zealand, Sarah manages the internal and external communications for the company's 25 diverse marketing and communications businesses, ensuring that the ANZ communications strategy is aligned with the Group's global requirements. Before moving into corporate communications, Sarah was an Account Director in PR consulting, developing a strong background in FMCG, lifestyle and property & design. She developed and implemented successful campaigns for clients such as Coles, AGL, Sunbeam, Vitasoy, Triumph, News Limited, Callaway Golf, General Mills (Betty Crocker), Simplot (Bird's Eye), The Royal Mail Hotel, Pan Urban and ANZ. Sarah holds a Bachelor of Arts from The University of Melbourne, a Graduate Diploma in Public Relations from RMIT and is a member of the Public Relations Institute of Australia (PRIA).

Latest News

I’ll Never Look At A Potato The Same: BMF’s Award-Winning Big Little Campaign For ALDI
10/07/2025
L-R: Sue Cato, Sally Cray, Adam Ferrier.
Women in Media National Conference Unveils ‘Crisis Comms’ Panel Tackling PR Disasters
10/07/2025
Square Unveils Next Chapter Of ‘Service Still Matters’ Campaign Via Sunday Gravy
10/07/2025
Equality Media + Marketing Wins Gold At 2025 Melbourne Design Awards For Queenstown Precinct
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?