The new campaign is called Always Stay True and will run on Channel 4, Channel 5, Sky and ITV2 during prime-time TV shows such as Jamie Oliver’s Great Britain, CSI, Grey’s Anatomy and I’m a Celebrity.
A 30-second ad has been directed by Australian film director David Deneen and will run until December 14.
Pernod Ricard UK deputy managing director Simon Thomas said: “This new campaign highlights the importance of always staying true to yourself, which for Jacob’s Creek has always centred on staying true to our heritage, our values and our passion for making great-tasting quality wines.
“The five-week advertising campaign will allow us to increase awareness of our premium range by specifically showcasing our premium Jacob’s Creek Reserve portfolio, while deepening consumer engagement and by highlighting how the wines ‘stay true’ to the character of their region.”
Jacob’s Creek has also recently partnered with Something for the Weekend chef Simon Rimmer to create a series of regionally focused recipes to showcase its Reserve range through Facebook and broadcast promotions, as well as regional print competitions.
The marketing campaign comes a month after Jacob’s Creek was ranked third in the World’s Most Admired Wine Brand poll by OLN’s sister magazine Drinks International.