‘Welcome to the Creek’ – is a new global brand platform designed to turn Jacob’s Creek’s familiarity into cultural relevance.
Created with Special Group, the platform introduces a bolder visual and verbal identity built around authenticity, optimism and relaxed social connection.
The UK is the first launch market and marks the first work from Vinarchy and its newly appointed agencies: Special (global) and Bountiful Cow (UK).
Alongside the hero TV spot is a temperature-responsive DOOH campaign, enabling Jacob’s Creek to increase visibility as temperatures rise and consumers become more receptive to refreshment messaging. The broader media strategy includes YouTube, social, digital audio and out-of-home, alongside a Disney sponsorship activation featuring bespoke idents.
temperature-responsive DOOH campaign
Adam Foley, CEO at Bountiful Cow, said: “Anyone who was fond of a drop of wine in the 90s and 00s will have a place in their heart for Jacob’s Creek so we’re looking forward to playing our part in re-introducing it to the UK. There’s a gap for a wine brand that people think of when they’re looking for summer refreshment, so we’ve put together a campaign to ensure Jacob’s Creek is front of mind when the sun is shining and people are eyeing up the barbecue section in the supermarket.”
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