Vinarchy has released the assets from a worldwide activation for Jacob’s Creek, representing the group’s biggest investment in the Australian wine since acquiring the brand from Pernod Ricard 14 months ago.
‘Welcome to the Creek’ debuts this week in the UK, Jacob’s Creek’s second largest market after Australia. Described by the company, which was previously Accolade Wines, as a “global brand platform” for Jacob’s Creek, the campaign centres around a TV advert (below) and a sponsorship arrangement with streaming service Disney+.
Financial specifics were not disclosed.
Also forming part of the push will be digital and social media activity, along with out-of-home ads (below), in-store activations and sampling opportunities. In the UK, ‘Welcome to the Creek’ will run throughout the summer season, highlighting Jacob’s Creek’s updated packaging that was rolled out in the market back in April.
“By connecting the campaign to flavour, occasion and feeling rather than varietal-first language, Jacob’s Creek is aiming to make wine feel more intuitive, more social and easier to choose for the moments where the category has room to grow, from relaxed catch-ups and garden drinks to summer refreshment occasions,” Vinarchy said.
“The scale of support is designed to give Jacob’s Creek a sustained presence through the UK summer and tangible proof that the brand is investing behind category relevance, trial and conversion, not just campaign visibility.”
Privately owned Vinarchy emerged from the combination of Accolade Wines and Pernod Ricard’s divestment of a raft of brands, including Jacob’s Creek, last year. In November, the company announced a reassessment of its full portfolio with a view to retiring those brands that no longer fit its long-term strategy.
