The integrated strategic above line campaign – ‘Bring a McGuigan’ – breaks away from the category’s traditional advertising messages, with the aim of engaging consumers in a more relatable manner.
Often promoting the vineyards, grapes and winemakers, the new campaign instead employs a number of social situations in which a bottle of McGuigan wine becomes the ‘hero’, resolving an awkward scenario.
When asked about the new campaign, Scott Burton, Marketing Manager for McGuigan’s parent company, Australian Vintage Ltd. said: “The Bring a McGuigan campaign perfectly mirrors what the McGuigan brand stands for – fun, authenticity, playfulness and approachability.
“Communicating these attributes in a traditional wine advertising style, with the rolling hills, grape crushing and barrels, just wouldn’t have worked for our brand. We needed to do something slightly ‘edgy’ in order to help us stand out in a crowded marketplace.”
The Bring a McGuigan campaign is comprised of a TVC, three 20-second online videos and radio ads, online banners and a full point-of-sale suite.
Produced by creative agency, BLOKE, the campaign will commence in Australia from this month and will be introduced in New Zealand, the United Kingdom and Ireland later this year.
