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Jacob's Creek turns to its winemakers and growers for new TV campaign

Published:  30 January, 2015

 

Rather than just rely on stunning Australian scenery to sell its wines Jacob's Creek has turned to the actual winemakers and growers behind the brand in its new television advert that hits our screens from February 1.

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Jacob's Creek extended version of its new TV campaign

Rather than just rely on stunning Australian scenery to sell its wines Jacob's Creek has turned to the actual winemakers and growers behind the brand in its new television advert that hits our screens from February 1.

The new 'Made By Australia' campaign looks to celebrate the history of Jacob's Creek winemaking that dates back to 1847.

It will run from four weeks on primetime ITV, Channel 4 and Channel 5 and is the first part of what brand owner, Pernod Ricard, said is a multi-million pound investment in the brand in 2015.

At the heart of the TV advert is a look behind the scenes at the day-to-day life of the Jacob's Creek winemaking team.

The TV campaign will also be rolled out globally, across its main markets in Canada, China, and Australia.

It features the strapline 'Birthed from the land, Shaped by the people, Inspired by the continent, Made by Australia' in a bid to push the tradition and place Jacob's Creek has in the country's history.

The campaign will also be used across all digital platforms and social media.

 Lucy Bearman, head of marketing for wine at Pernod Ricard UK, said: "Jacob's Creek has a consistent track record of media investment in the UK, and our new 'Made By' campaign aims to inspire people who enjoy quality wine, demonstrating the authenticity of Jacob's Creek at the same time as emphasising our winemaking credentials, quality and heritage."

She added: "We know from consumer research that these authentic messages of heritage and provenance really resonate with our target audience, while the campaign also reinforces how Jacob's Creek is a real place, not just a brand."

Jacob's Creek hopes the campaign will help it cement and grow its position as the number one Australian wine brand over £6 and it hopes it can help drive further value in to the Australian wine category. "With external forces about to enforce the biggest changes faced by Australian wine makers in a generation, it is imperative for us to reinforce the quality credentials of some of the category's best wines," stressed Bearman.

The new advert was produced by Jacob's Creek and Havas Worldwide Australia. Nic Finlayson, the advert's director, said: "We wanted to show moments that are meaningful and impactful in the winemaking process, and all the hard work and passion that goes into making a bottle of wine."

The 'Made By' campaign includes a new partnership with tennis star Novak Djokovic and is being heavily promoted at this week's Australian Open in Melbourne which will see Andy Murray in the final this Sunday. There will be further tennis activity planned through the summer and particularly around Wimbledon in the summer.

The new ad can be viewed online at www.madebyjacobscreek.com and at https://www.youtube.com/user/JacobsCreekWine

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