Creek promotions for Australia DVD launch

05 May, 2009

Jacobís Creek has embarked on some major promotional activity to

capitalise on its status as the exclusive wine partner of the film

Australia, which has been launched o

n DVD.

Sainsburyís is merchandising the Reserves range and DVDs together in

free-standing display units for two weeks. There will also be POS

material in both the home entertainment and wine aisles.

Online promotions with Co-op and Ocado will offer consumers the chance

to win an Australian holiday, while the Jacobís Creek range will be

promoted on in-store radio ads in Co-op branches.

A six-figure, nationwide Jacobís Creek media campaign using "bookend"

formats will appear in national newspapers, quality supplements and

consumer magazines. The campaign is expected to reach 45% of the

brandís target audience, which is around 4.2 million adults across the


Australia is directed by Baz Luhrmann and stars Nicole Kidman and Hugh Jackman.

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I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

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