Jacob's Creek launches drama with Mail on Sunday

Published: 03 October, 2008

Jacob's Creek has teamed up with the Mail on Sunday to launch an online drama.

Jacob's Creek has teamed up with the Mail on Sunday to launch an online drama.

Katie & Co will launch on October 5. Readers of the Mail on Sunday, Daily Mail, Metro and Evening Standard will be directed to watch the drama at www.mailonline.co.uk via large-scale advertorials.

Jacob's Creek will feature within the print campaign and on the microsite via sponsorship and product placement within the drama itself.

Jacobs Creek says the campaign is the result of extensive research into its target market which revealed that consumers are motivated by the brand's message of "sociability".

Katie & Co follows the life of Katie, a restaurant critic from London on the cusp of turning 40.

The campaign will also include a weekly diary column in the Mail on Sunday 'You' magazine, written by the main character Katie. There will also be viewing details in the Mail on Sunday TV listings pages to remind readers to watch new episodes.

A real restaurant review column will also feature in the Mail on Sunday on a weekly basis, which will include an opportunity for readers to win a meal at the restaurant reviewed that week.

Annabelle Kuhn, head of marketing for wines at Pernod Ricard UK, said: "The Mail on Sunday has a strong affinity with our target audience, has a high readership among wine drinkers and specifically among Jacob's Creek consumers so this was a really good fit for us.

"We're really excited about this new initiative as it will give us the opportunity to reach our target audience in a really connective and relevant way."

Pernod Ricard says this is the first of a series of "innovative new marketing campaigns" that it is embarking upon in the coming year.