Aussie vineyard Jacob’s Creek has chosen Special London to handle its strategic and creative duties.
Special London already works with Jacob’s Creek’s parent company Vinarchy on the brand Hardys.
The appointment will see Special Group London lead work across comms strategy, platform development and global campaign creation, with outputs spanning multiple markets including the UK, Australia, Canada and other key international markets.
Vinarchy is looking to strengthen the distinctiveness of its wine brands in its portfolio in an increasingly competitive category.
Special, which is developing a new brand platform for Hardys after winning a competitive pitch, will focus on communicating Jacobs Creek as “one of the world’s most recognised and enjoyed wine brands that brings consumers together”.
“The exciting thing about an iconic brand like Jacob’s Creek is the opportunity to keep evolving it in fresh and unexpected ways. It already has incredible recognition and affection around the world – our job is to build on that and help reintroduce the brand in a way that feels contemporary, distinctive and culturally relevant,” Special London chief creative officer David Day.
Camille McKay, global brand director of Jacob’s Creek, said the brand’s partnership with Special Group reflects “our belief in the power of bold strategic and creative thinking in building globally relevant brands”.
She added: “Expanding our relationship to include Jacob’s Creek is a natural next step as we continue on our mission to drive category growth by investing in distinctive, long-term brand platforms that can connect with consumers around the world.”
