Jacob's Creek launches True Character campaign
Jacob’s Creek has released a new series of short films called the True Character Series in a campaign that includes a competition to win a trip to Australia.
The True Character Series films are now available to view on the brand’s UK Facebook page and its YouTube channel, and show 15 inspirational and entertaining stories featuring everyday people who have stayed true to their passions, often in the face of adversity and uncertainty.
Its theme comes on the back of the brand’s own ethos of staying true to its heritage and passion for making quality wines.
The global campaign reveals insights into the people behind Jacob’s Creek, including the winemakers; while other films feature characters from all walks of life such as fashion designers, sporting personalities, musicians, artisan food creators, a filmmaker, a modern-day poet and a chef. While some of the True Characters are well known, most are regular people pursuing their lives with passion and purpose, and include three inspiring individuals from the UK.
To support the campaign, Jacob’s Creek has launched a consumer promotion to win a trip to Australia. Entrants are asked to nominate someone they believe has an inspiring story to share on the brand’s Facebook page. Both Facebook fans and judges from Jacob’s Creek will then vote for the final winner they deem the most deserving True Character, who will win two tickets to Australia. Twenty lucky runners-up will win Jacob’s Creek-branded Riedel glassware.
The campaign will be promoted globally and locally, with specific UK marketing activation that includes the Jonathan Ross Show.
Lucy Bearman, head of marketing for Jacob’s Creek, said: “Staying true to our heritage is central to our winemaking philosophy, and this campaign allows us to directly engage consumers with our brand ethos. Showing your True Character is something that relates to everyday life, not just epic moments, and we’re looking for inspiring True Characters from the UK so that we can celebrate their stories through our film series. For one lucky True Character, we are delighted to be able to reward one of them with a trip to our home in Australia.”
Visit facebook.com/jacobscreekUK for more details.