McGuigan renews UKTV sponsorship

Australian wine label McGuigan has renewed its £2 million deal with UKTV Drama to sponsor its “Timeless Entertainment” programming.

McGuigan’s sponsorship builds upon 2018’s out-of-home ‘Bring a McGuigan’ campaign, that included coverage across key locations throughout the UK and Republic of Ireland.

The series, developed by creative agency 20something, consists of a series of idents which play on the tropes of classic British  thriller, disaster, espionage, scandal, law and crime shows, which reveal themselves as everyday scenarios featuring people innocently enjoying a glass of McGuigan wine.

Julian Dyer, McGuigan’s chief operating officer in the UK, said the renewal “is incredibly exciting for McGuigan”, after the brand, which is owned by Australian Vintage, was first featured in a series of adverts on the TV channel last year. Dyer said the 2019 sponsorship helped to raise brand awareness and consideration with UK consumers.

“We have taken learnings from last year’s creative and have developed an amazing disruptive new creative positioned around ‘No Drama’s, when you bring a McGuigan’, we can’t wait to see it live.”