By Rebecca Harris
Iconic Australian wine brand Jacob’s Creek has announced a massive new $1.5 million marketing campaign, which includes sponsorships, TVCs and a partnership with celebrity chef, Pete Evans.
Based around their latest global platform of ‘True Character’, the partnership with Evans stems from his down-to-earth and simplistic approach to cooking, in-line with their message.
The partnership includes an off-premise promotion of a copy of Evan’s latest cookbook, My Table with every two bottles of specially marked bottles purchased.
“Good food, good wine enjoyed with friends and family are my biggest passion,” said Evans. “There’s a huge amount of love for our food and wine here in Australia so I’m really excited to be the Ambassador of Jacob’s Creek Reserve.”
In addition, Jacob’s Creek’s sponsorship of the Melbourne and Sydney Good Food and Wine Show last month (July) has been hailed as a success, with more than 54,000 samples given away to visitors.
“Jacob’s Creek Reserve is an extremely important brand within our portfolio and we’re confident the marketing approach we are employing will put Reserve on the map as a quality premium wine for everyday occasions,” said Jacob’s Creek senior brand manager, Miriam Shoolman.
“This is the biggest spend we have put behind the range to date and we are excited to have Pete on board as the ambassador as he embodies the essence of true character. ”
Jacob’s Creek is distributed by Pernod-Ricard Australia.