Special Group unveils Jacob's Creek campaign

The platform, titled Welcome to the Creek, debuts in the UK as part of Vinarchy's largest investment in Jacob's Creek

Special Group has launched a global brand platform for Jacob's Creek, introducing a creative direction designed to strengthen the wine brand's cultural relevance and encourage greater engagement with younger consumers.

The platform, titled Welcome to the Creek, debuts in the UK as part of Vinarchy's largest investment in Jacob's Creek and is intended to support a broader global repositioning of the brand.

Campaign centres on social connection

Built around the idea of encouraging people to spend more time together, the campaign positions Jacob's Creek as a brand associated with relaxed social occasions and authentic connection. The creative moves away from traditional wine category messaging in favour of a visual and verbal identity focused on warmth, optimism and informal gatherings.

Developed by Special Group, the campaign includes a hero film directed by Frances O'Sullivan and will run across television, streaming, outdoor, digital, social and retail channels.

UK rollout supported by multi-channel activity

The campaign launches alongside an updated UK product range that introduces taste-led descriptors in place of varietal-first naming. These include Juicy & Smooth, Refreshing & Lively, Vibrant & Fruity and Zesty & Fresh.

The UK rollout will include television advertising, streaming partnerships, outdoor media, digital and social activity, retail activation, product sampling, creator collaborations and earned media.

Agency outlines long-term brand strategy

Camille Mckay, Global Brand Director, Jacob's Creek: "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 more confident in culture. 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."

Dave Day, Chief Creative Officer and Partner, Special London: "The strongest brands don’t just occupy shelf space, they occupy a place in people’s lives. With ‘Welcome to the Creek’ we wanted to give Jacob’s Creek a role that feels bigger than wine itself. It’s a platform built around optimism rather than aspiration, participation rather than performance, and genuine connection over social perfection. That’s what we hope people feel every time they’re welcomed to the Creek."

www.specialgroup.com

www.jacobscreek.com

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