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Jacobs Creek launches consumer focus campaign

Published:  18 November, 2009

Pernod Ricard UK is launching a new, high impact festive campaign for Jacob's Creek which aims to engage with consumers by connecting through shared values.

The TV campaign 'True Character' which is set to run throughout December will focus on people's appreciation of good wines as a simple pleasure in life and feature the Jacob's Creek target consumer enjoying a dinner party with friends in a "relaxed style".

Mathew Bird, marketing controller for Jacob's Creek said: "Jacob's Creek has been recognised by wine critics and received influential awards for its consistent wines that offer true varietal expression and over-deliver on quality at every price point. While these endorsements will always play a pivotal role in the reputation and success of Jacob's Creek, we also believe that when it comes to evaluating wine, consumers' views are equally as important - which serves as the underlying message of our 'True Character 'campaign.

Targeting 10 million adults the initial advertising run will feature on channels including ITV1, five and Sky, in slots around programmes such as CSI, Coronation street and new Drama Mr Eleven. It will return again in February when it will run until late into 2010.

Bird said: "We have undertaken twelve months of extensive research to understand the values of our target consumer and we think that this campaign will truly engage consumers, helping us to fulfil our goal of adding value to the brand and the Australian category."

According to market research agency Nielsen, Jacob's Creek is the UK's best-selling wine brand.