McGuigan Wines Appoints 20something as European Agency of Record

McGuigan Wines, the fourth most chosen alcohol brand in the UK Off Trade, has been ramping up its ATL since 2015 but saw their best ever return from a year-long Channel 4 Entertainment sponsorship in 2019. Such results have seen that sponsorship extended, with new campaign work due into production this month and planning for a broader comms strategy underway.

Fran Docx, strategy director at 20something said: “The brand has seen amazing returns from TV in 2019, what we need to do now is to cement those foundations, evolve our consumer proposition and push our campaign work beyond a single channel strategy. What we have in development is a platform with the versatility to run in all channels, cross markets and speaks to multiple occasions”.

Andrew Barnard, co-founder of 20something said: “It’s an infectious brand to be around; you can’t escape the rich winemaking history and the McGuigan family legacy is still so deeply rooted in the company today. That has really helped in integrating this creative/ client/ production team and most importantly, has led to better work, faster. It’s been a great example of the change we see the industry needing right now”.

With the UK restrictions of movement looking set to continue into July, and the on-trade industry still uncertain when it will be able to re-open, off-premise sales of alcohol continues to be one of the areas of the UK economy that’s thriving.

Ben Turner, marketing manager for UK and Europe said: “We’re super excited to be working with 20something for this year’s creative. It was clear from our first conversation they really understood our brand and how best to utilise the sponsorship platform in place to produce a campaign that would really resonate with our consumers and allow us to add value at other touch points too – we can’t wait to see it all go live on TV, Social and be brought to life at point of purchase across the UK.’”

New campaign work is set to launch in August 2020, with work running in TV, VOD and social channels from the outset.