Jacob’s Creek has launched a multi-million pound “made by Australia” campaign celebrating the brand’s heritage.
The campaign includes a TV ad, digital activity and PoS, including free-standing display units. Customers can complete a survey on the Jacob’s Creek website to be in with a chance of winning a case of wine that matches their profile.
The brand is also partnering up with tennis champion Novak Djokovic to coincide with its sponsorship of the Australian Open and will be running activity around the 2015 Wimbledon Championships.
Lucy Bearman, Pernod Ricard head of marketing for wine, said: “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.”
Toni Ingram, marketing manager for Jacob’s Creek at Pernod Ricard told Retail Express that despite the volumes in wine decreasing, people are drinking less but drinking more premium products.
“Our research shows that once a customer decides on colour, it’s brand they then focus on. I believe that this something that impulse does particularly well, which is why you see such a strong performance for us,” she added.