McGuigan Wines is set to launch its successful ‘Bring a McGuigan’ campaign to TV screens across the UK.
Following a successful Australian launch and UK test run across key cinema and radio, the next phase of the integrated, strategic above-the-line campaign will kick off with a six-week run on TV across all Channel 4 and SKY Channels from 12 September. The campaign encourages wine-lovers to ‘Bring a McGuigan’ when faced with the challenge of what wine to bring. It aims to engage consumers in a more relatable way and bring sociability to the wine category.
The ad 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 1 September to 30 November – offering five lucky 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.
A pipeline of ‘through the line’ PR and digital activity will be running parallel to the campaign, including two key Summer sampling events – Meatopia and ON Blackheath – where McGuigan will be the sole wine sponsor. McGuigan Wines will be joined by TV presenter and chef, John Torode, who will be cooking up dishes on the BBQ and showcasing his new collaboration with Neil McGuigan, the MT Pinot Noir Rosé. McGuigan wines will also be launching their new McGuigan Black Label Malbec alongside sampling a selection of premium wines from the wider portfolio.