This September, McGuigan Wines will bring its ‘Bring a McGuigan’ above-the-line campaign to TV screens across the UK.
Following a successful Australian launch and UK test run across key cinema and radio, the next phase will kick off with a six-week run on TV across all Channel 4 and SKY channels from September 12.
The campaign encourages shoppers to ‘Bring a McGuigan’ when faced with the challenge of what wine to bring. It aims to engage with consumers in a more relatable way and breaks the traditional wine advertising mould – venturing away from the ‘vineyards, grapes and winemakers’ to bring sociability to the wine category.
The advert will be supported by a suite of marketing activities, including point-of-sale promotion and sampling at a number of experiential events. Additionally, a consumer competition to win one of five ultimate travel packages will be run from September 1 to November 30 – offering five winners the chance to plan their own trip with a luxury travel company to the value of £2000. This competition, and the campaign as a whole, will also be promoted on 500,000 neck tags on bottles of McGuigan wine stocked nationwide.
There will be two key summer sampling events – Meatopia and ON Blackheath – where McGuigan will be the sole wine sponsor.