The wine aisle in the supermarket can be a daunting place for many Brits. There's a real fear of 'getting it wrong'. It's all a bit dramatic.Our campaign leaned right into that tension. We created a suite of six "trailer-like" idents for McGuigan Wines. Each played on the tropes of classic British Drama TV shows that have populated the nation's TV guides for decades.
With no change in the media plan, or spend, this campaign saw McGuigan go from 11th to 3rd in being the first choice for wine buyers. It also helped the client be promoted into a global role.
ECD: Will Thacker
The year two idents sat under McGuigan's new platform 'Just Because'
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