Jacob’s Creek has launched its global ‘Welcome to the Creek’ brand platform in Australia, following its UK debut in July.
Created with Special London, ‘Welcome to the Creek’ brings a bolder and visually compelling identity to Jacob’s Creek.
Its fresh creative approach is grounded in warmth, optimism, generosity and connection, celebrating getting together without the pressure to make everything perfect.
The campaign TVC and imagery were directed and captured by visual artist Frances O’Sullivan.
With more than 8,500 wine awards and a presence in more than 50 markets, Jacob’s Creek has earned recognition around the world.
Here in Australia, ‘Welcome to the Creek’ marks a new chapter for the well-known brand.
Jacob’s Creek global brand director Camille McKay said: “We’re incredibly proud of Jacob’s Creek, and we’re excited to show Australians a different side of a brand they know so well.
“Welcome to the Creek brings personality and energy to Jacob’s Creek, while keeping the quality and easy enjoyment people love.
“We’ve got a big summer ahead, including the Australian Open in January.
“We want to give people who already enjoy Jacob’s Creek fresh reasons to choose us and remind those who haven’t picked us up in a while what they’ve been missing.”
In Australia, ‘Welcome to the Creek’ is rolling out across out-of-home (OOH), video on demand (VOD), YouTube, Meta and TikTok.
The Australian Open partnership in January will mark a major campaign moment, with an in-precinct activation bringing the Creek to the court for tennis fans.
Across Australia and New Zealand, activity includes a contemporary range refresh on the iconic Classic range and in-store point-of-sale materials, bringing the new visual identity to life at the point of purchase.
“The platform reflects Vinarchy’s ambition to redefine wine from glass to grape – starting with the consumer and the occasion, then working back through the wine, brand and customer experience,” Camille said.
“For Jacob’s Creek, that means building on the quality, trust and heritage existing drinkers value, while making the brand relevant to a new generation of adult consumers.
Jacob’s Creek Le Petit Rosé is already showing what that looks like in the glass.
It’s collected Best Rosé honours at the Sydney and Perth Royal Wine Shows, plus Best Rosé and Wine of Show at the Riverland Wine Show.
“What’s exciting about Le Petit Rosé isn’t just the awards,” Camille said.
“It’s an accessible wine that’s surprising people with its quality and giving them a reason to take another look at Jacob’s Creek.
“You don’t need a special occasion or a big budget to enjoy an exceptionally good rosé.
“And we’re not standing still.
“With the recent launch of Le Petit Rosé Spritz, we’re taking what people love about the original in a fresh, sparkling direction for summer.”
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