Vinarchy, the global wine powerhouse formed in 2025 by merging Accolade Wines and Pernod Ricard’s international wine division, is launching its first ad campaign for Jacob’s Creek as part of plans to turn the brand’s familiarity into “cultural relevance”.
“Welcome to the Creek” has been created by agency Special Group and introduces a bolder visual and verbal identity built around “authenticity, optimism and relaxed social connection”. Bountiful Cow is handling the media activity.
The UK is the first launch market, with the campaign the largest to date for the brand.
It is being led by a TV spot, as part of a high-impact AV roadblock, using daypart targeting to reach consumers during key social planning and consumption moments.
The broader media strategy includes YouTube, social, digital audio and digital out-of-home, alongside a Disney sponsorship activation featuring bespoke idents.
The campaign also features temperature-responsive DOOH, enabling Jacob’s Creek to increase visibility as temperatures rise and consumers become more receptive to refreshment messaging.
Jacob’s Creek global brand director Camille Mckay said: “Jacob’s Creek has incredible recognition and trust, but awareness alone is not enough. The opportunity now is to make the brand feel more relevant, more expressive, and more confident in culture. Welcome to the Creek gives Jacob’s Creek a clear social role; not just as a wine people know, but as a brand that helps make getting together feel real, easy, and worth showing up for.”
Bountiful Cow chief executive Adam Foley added: “Anyone who was fond of a drop of wine in the 90s and 00s will have a place in their heart for Jacob’s Creek so we’re looking forward to playing our part in re-introducing it to the UK.
“There’s a gap for a wine brand that people think of when they’re looking for summer refreshment, so we’ve put together a campaign to ensure Jacob’s Creek is front of mind when the sun is shining and people are eyeing up the barbecue section in the supermarket.”
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