This global campaign aims to promote the characters behind the brand, including its winemakers.
Jacob’s Creek said it has “always stayed true to its heritage and passion for making quality wines”.
To celebrate this it has created a collection of films telling the stories of people who have stayed true to their passions in the face of adversity.
They hail from the worlds of fashion, sport, music, food, film and poetry. Some are famous; others are simply “inspiring”.
Consumers are urged to get involved by nominating a “true character” they know via the brand’s Facebook page. Judges will decide who is the most inspirational, and that individual will jet off to sunnier climes Down Under with a friend.
Head of marketing Lucy Bearman said: “Staying true to our heritage is central to our winemaking philosophy, and this campaign allows us to directly engage consumers with our brand ethos.
“Showing your True Character is something that relates to everyday life, not just epic moments, and we’re looking for inspiring ‘True Characters’ from the UK so that we can celebrate their stories through our film series. For one lucky true character, we are delighted to be able to reward one of them with a trip to our home in Australia.”
The campaign will be promoted on the ITV homepage and newsletter as part of the brand’s sponsorship of The Jonathan Ross Show.