MKTG launches ‘Awkward’ OOH ad for McGuigan Wine

McGuigan Wine has extended its ‘Bring a McGuigan’ brand campaign by launching a series of new out-of-home ads showing people cringing as they drink terrible wine.

Created by MKTG, the ads remind people to bring a McGuigan Wine next time.

The ad will roll out in print, office display ads, social media and out-of-home nationally.

Roger Maconachie, senior brand manager at McGuigan Wines, said the wine category is “highly fragmented” and the ‘Awkward’ campaign stands out as an idea.

“The strength was is in its simplicity and recognition of many Australians’ irreverent sense of humour toward wine etiquette.”

MKTG won the McGuigan Wines account in a competitive pitch process.

Cam McGeachie, general manager at MKTG Sydney, said in a statement: “This campaign demonstrates MKTG’s power as a strategic and creative business, and we look forward to seeing it drive real retail ROI for McGuigan Wines in Australia and overseas.”


  • Client: Roger Maconachie, Senior Brand Manager, McGuigan Wines
  • Advertising Agency: MKTG, Sydney
  • General Manager : Cam McGeachie
  • National Strategy Director: Michael Blumberg
  • Creative Lead: Owen Kane
  • Account director: Erin Hunter
  • Production: Susan Sheehan
  • Photographer: Kenny Smith

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