New wine ad urges: ‘Bring a McGuigan’

Australian wine brand McGuigan has launched a humorous advertising campaign in the UK and Ireland which encourages consumers to “Bring a McGuigan”.

McGuigan’s new TV commercial is based around bringing the right wine to a house party – and this man gets it wrong

Starting today, the campaign, which includes a TV commercial, radio and cinema ads, as well as three 20-second online videos, aims to move away from the traditional advertising mould of vineyards, grapes and winemakers, according to McGuigan parent company Australian Vintage.

The TV commercial is based around bringing the right wine to a house party, with the online videos expanding this idea into a number of social situations and suggesting that if you want to bring a great wine – whatever the occasion – you should “Bring a McGuigan”.

Scott Burton, marketing manager for Australian Vintage, commented, “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 McGuigan family bring four generations of experience to Australian Vintage, which includes brands Nepenthe, Tempus Two and McGuigan Wines.

In the UK, McGuigan Wines is the fourth largest wine brand by value and volume, and the second largest Australian one.

The TV commercial can be viewed below, and click here to see the full set of online videos.

Bring a McGuigan TVC from THE BLOKE ARCHIVE on Vimeo.