MKTG and McGuigan Wines are avoiding the usual wine ad stereotypes of pristine vineyards and shots of flowing wine.
MKTG has launched 'Awkward' for McGuigan Wines that will roll out across Australia and the UK.
It is the first work from MKTG since it won a competitive pitch earlier this year.
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.
The campaign includes national out of home, print, office display ads, a national off premise program and social media. The campaign will also roll out in the UK in out of home, digital and in-store communication.
Roger Maconachie, Senior Brand Manager, 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.”