Jacob's Creek launch new TV ad campaign

A new TV advertising campaign for Jacob's Creek will trumpet the brand's appeal as an "unpretentious" wine.

The 'True Character' advertisements will be first screened to mark the start of the festive season and appear between hit shows including CSI and Coronation Street.

They will present drinking Jacob's Creek as a simple pleasure in life - and it is estimated that 10 million potential customers will see the ads.

The scene for the advertisements will be a dinner party where friends are chatting and sharing the Australian wine in a relaxed atmosphere.

They will appear on ITV1, C5, C4, Living, ITV2, Sky One and More4 and be screened throughout 2010 in tandem with other promotions.

The campaign aims to depict Jacob's Creek, which has been around for 150 years, as a traditional wine which does not have any pretensions.

Marketing controller for Jacob's Creek Matthew Bird said: "The True Character advertising shows a snapshot of real life; a relaxed dinner party that brings friends together whilst giving them the opportunity to sample the nation's favourite wine.

"We know that consumers respond well to brands they can trust, and this new campaign aims to connect with our consumers on shared values, putting them and their views at the heart of what Jacob's Creek stands for."

Jacob's Creek is Australia's largest wine brand and is exported to sixty countries.

Bird added: "We have undertaken twelve months of extensive research to understand the values of our target consumer and we think that this campaign will truly engage consumers, helping us to fulfil our goal of adding value to the brand and the Australian category."