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Jacob’s Creek plays emotion card with its winemakers at the heart of new brand push

Jacob’s Creek’s has launched a global brand campaign with a TV-led push that puts the people who make the wine and the challenges they face at the centre of the creative, Mumbrella can reveal.

The ‘Made By’ marketing drive, created by Havas Worldwide Australia, follows the launch of a new brand identity earlier this year and will “celebrate the people, places and passions that go into crafting every bottle of Jacob’s Creek wine”, the wine maker said.

TV ads form the central pillar of the multi-million dollar campaign with 15, 30 and 60-second executions to be rolled out. Filming was done at the home of Jacob’s Creek in South Australia.

In a second wave of the campaign to coincide with its sponsorship of the Australian Open Tennis championship, Jacob’s Creek will partner with a tennis star – whose identity has yet to be revealed – who will tell the story of what he is ‘made by’.  A social media consumer engagement strategy, designed to ask consumers to consider what they are ‘Made By’, will also be launched globally in January.

Jacob’s Creek global marketing director Derek Oliver said the campaign features genuine Jacob’s Creek winemakers and growers that will better demonstrate the premium nature of its wine, something which is often overlooked by Australians.

“Jacob’s Creek is a strong brand but we have an ambition to increase the premium perception,” he said. “The ‘Made By’ campaign demonstrates the authenticity of Jacob’s Creek by emphasising our winemaking credentials, quality and heritage,” he said.

“Wine making is a craft and we wanted to showcase what Jacob’s Creek is Made By, bringing together the real people behind the brand and capturing the brands provenance.”

“This new campaign takes consumers deep into our story, to show them what we’re really ‘Made By’.”

Oliver said the brand wanted to establish an emotional connection in what he described as a competitive market of “wall to wall” Australian wines. Demonstrating the land as as integral part of the win making process was part of the story, Oliver said.

“Many people don’t realise that Jacob’s Creek is a real place,” he said. “Jacob’s Creek is not just made in Australia, we’re Made By Australia, we draw inspiration from the people, places and passions behind the brand.”

Made By TVC director Nic Finlayson said the material was designed to create a strong emotional connection with our audience.

“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,” he said.

The campaign, that will also feature in-store, digital and PR, will be rolled out in key global markets including Canada, China and the UK, in addition to Australia.

A consumer engagement social platform, designed to ask consumers to consider what they are ‘Made By’, will be launched globally in January, 2015.

The ‘Made By’ campaign will be extended by introducing a new partnership with a global tennis champion who will tell the story of what he is ‘Made By’. This extension of the campaign will be launched to coincide with the Jacob’s Creek sponsorship of the Australian Open. 

Credits:

Client: Jacob’s Creek – Pernod Ricard Winemakers

Jacob’s Creek Team: Anne Tremsal, Derek Oliver, Kris Powell & Celest Kenny

Advertising Agency: Havas Worldwide Australia

Creative Directors: Stuart Turner and Seamus Higgins (Havas Worldwide Australia)

Production House: Finch

Director: Nic Finlayson

PR Agency: One Green Bean Australia

Digital Agency: IMPERO London

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