Jacob’s Creek has brought its ‘Welcome to the Creek’ global brand platform to Australia and New Zealand, following its UK debut in July, as the wine brand looks to refresh its identity and build stronger connections with modern consumers.
The campaign, created with Special London, marks a broader brand transformation, introducing a bolder visual identity and fresh creative approach designed to put relaxed, authentic social connections at the centre of the brand.
Directed by visual artist Frances O’Sullivan, the campaign moves Jacob’s Creek beyond traditional wine advertising, creating what the brand describes as an “oasis of authenticity” where social occasions feel less staged and people are encouraged to turn up as they are.
Jacob’s Creek global brand director Camille McKay said the brand’s established recognition and trust presented an opportunity to build greater relevance with consumers.
“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 confident,” McKay said.
“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.”
Special London chief creative officer and partner Dave Day said the campaign was designed to give the brand a role beyond wine itself.
“It’s a platform built around optimism rather than aspiration, participation rather than performance, and genuine connection over social perfection,” Day said.
In Australia, the campaign will roll out across out-of-home (OOH), video on demand (VOD), YouTube, Meta and TikTok.
The brand will also use its Australian Open partnership in January as a major campaign moment, with an in-precinct activation set to invite tennis fans into the ‘Welcome to the Creek’ brand world.
Across Australia and New Zealand, the launch will also be supported by a range refresh and new in-store point-of-sale materials, bringing the updated visual identity into retail.
The Australian launch follows the platform’s UK debut in July, forming part of Jacob’s Creek’s wider global repositioning.
Credits
Client: Vinarchy
Brand: Jacob’s Creek
Creative Agency: Special London
Director: Frances O’Sullivan
Media Agency: Havas
BTL/Activation: Communicado
