Jacob’s Creek is launching "Welcome to the Creek", a major summer campaign supporting its refreshed range, which has been in market since April, helping shoppers choose wine by taste, occasion, and mood.
The next phase of the relaunch is backed by Vinarchy’s biggest investment behind Jacob’s Creek, underlining the brand’s ambition to transform for a new generation of consumers. Following strong early distribution and activation, the campaign is designed to build further momentum through the summer.
Already in market, the refreshed range has been designed around lighter, more refreshing styles and clear taste descriptors, including Juicy & Smooth, Refreshing & Lively, Vibrant & Fruity and Zesty & Fresh, helping simplify choice in a category that can often feel complex, technical, or difficult to navigate. The approach gives shoppers a more intuitive route into wine and gives retailers clearer signposts to support conversion.
Through a high-impact campaign spanning television, streaming, digital, social, outdoor and retail environments, including a launch roadblock, Disney+ sponsorship, in-store activation, sampling and customer-led activity, this next phase is designed to build awareness before store, create visibility at store and drive trial through the summer.
“‘Welcome to the Creek’ represents far more than a new campaign," said Jacob’s Creek Global Brand Director Camille McKay. "It’s the first expression of a transformed Jacob’s Creek and an exciting new chapter for the brand. This relaunch is designed to help Jacob’s Creek stand out in a crowded category and make wine feel more approachable and enjoyable, while giving shoppers clearer, more intuitive ways to choose the right wine for the moment.”
The summer campaign is designed to turn that familiarity into renewed shopper engagement by combining clearer product cues already present at shelf with significant media investment, visible in-market activation, and real-world sampling.
With the refreshed range now in market and early activation already underway, the campaign gives Jacob’s Creek a stronger platform for future growth across retail, summer refreshment occasions, and longer-term brand transformation.