Jack Daniel’s is celebrating its provenance with a new campaign highlighting that every drop of Jack Daniel’s still comes from Lynchburg, Tennessee.
The multi-channel campaign was shot in Lynchburg and developed locally by Sydney-based agency Mr. Wolf. Media planning and buying is out of long term agency partner Starcom, and 31st Second is responsible for shopper marketing.
Natalia Kowalczyk, senior brand manager Jack Daniel’s said, “It’s great to be working with the team at Mr. Wolf on a campaign as pivotal as this – throughout the pitch process they demonstrated a deep understanding of our brand, and we’ve loved putting those skills to the test in developing the ‘Every Drop’ campaign together.
“Jack is one of the most fascinating brands on the planet,” said Tony Singleton, Managing Partner, Mr. Wolf. “It delivers authenticity and craftsmanship in spades while never losing that independent edge. You really feel the responsibility of being true to Jack and it’s simply great to be helping the Australian team again.”
Michael Stevenson, managing partner, Mr. Wolf added, “It’s fantastic to be reunited with the Jack Daniel’s team and we’re thrilled to be a part of a campaign that celebrates something as important to the brand as their spiritual homeland of Lynchburg.”
The win punctuates an impressive year for Mr. Wolf, having helped Taylors Wines win multiple Marketing Team of the Year awards with the Optimum Drinking Temperature sensor campaign, as well as adding Rest Industry Super and Tourism Fiji to its list of clients.