The wine brand features in 10-part series called Katie & Co, which launched on Sunday and will run for 10 weeks backed by advertorials in the Sunday newspaper as well as titles including Metro and the Evening Standard.
Katie & Co follows the life of a 39-year-old London restaurant critic and is designed to be “humorous and genuine, emphasising messages of sociability and friendship”, according to Pernod Ricard UK.
Annabelle Kuhn, head of marketing for wine, 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.”
The first episode can be seen at www.mailonline.co.uk.