As Australia’s victorious cricketing summer peaked with a comprehensive Ashes victory, Aussie wine brand Jacob’s Creek rolled out a cheeky marketing campaign, to ‘Call Stumps on Beer’ encouraging Aussies to switch their usual beer drinking habits and try a refreshing glass of Jacob’s Creek wine.
Created by BBDO agency via FLARE (Sydney) and fronted by new brand ambassador and iconic Australian cricket fast bowler Brett Lee, the creative sees the former cricket star roll over full cans of beer whilst driving a groundsperson’s grass pitch roller whilst recommending setting aside the traditional match beer and instead trying some of his favourite Jacob’s Creek wines whilst watching cricket.
The copy closes with the line: “Sometimes you just want to change it up a bit, so why not switch to a new drop? Call stumps on beer with Jacob’s Creek.”
The campaign opened on 12 January with a set of short spots spanning television, ad idents/bumpers, digital and social platforms led by an ad called ‘Better By Half’ and supported by spots promoting specific products such as ‘Le Petit Rosé’, ‘Double Barrel’ and Prosecco’.
Pernod Ricard Winemakers Global Marketing Director Eric Thomson said: “As cricket season gets into full swing, the campaign creates a chance to encourage Aussies to switch to trying award-winning Jacob’s Creek wines whilst watching a great Australian sport.”
FLATE Sydney Head Of Social And Content Lewis Steele commented: “Becoming a sponsor of the International Cricket Council was an unexpected move for Jacob’s Creek, but a welcome one as wine continues to become the go-to drink for ever more occasions. It was the perfect opportunity to have a bit of fun with the campaign launch, with a client who is always up for doing interesting work.”
“Whilst I support having a cold beer whilst watching the cricket, when you’re ready to switch nothing beats a beautiful glass of Australian wine. Jacob’s Creek has something for every taste. It’s time to Call Stumps on Beer, friends!” said Lee (who was recently unveiled as a Jacob’s Creek ambassador. “My love of wine comes from when I used to play Test series and following the Adelaide Test, if we won, we’d go wine tasting in the Barossa Valley. Jacob’s Creek has an amazing heritage and strives for consistent quality in their winemaking. I love to share a glass of wine with family and friends whether it be watching a game, celebrating a milestone, the end of a hard week or to simply stopping and enjoy the moment.”
Comment
New brand ambassador Lee is an Aussie sports icon who had a legendary cricketing career and, as one of his country’s best pace bowlers of all time, finished his test cricket career in 2015 with 310 wickets, and his One Day International career with 380 wickets.
This campaign follows on from the recent announcement that Jacob’s Creek has penned a sponsorship deal to become the Official Wine Partner for the International Cricket Council (ICC) until the end of 2023 with the governing body’s next major tournament, the ICC Women’s Cricket World Cup 2022, taking place in New Zealand in March.
Then, later in the year, Australia will hosts the ICC Men’s T20 World Cup for the first time from 16 October to 13 November.
Afer previously being more associated with tennis sponsorships, Jacob’s Creek is now developing rich heritage marketing around cricket with previous campaigns including October 2021’s ‘A Drop Worth Sharing‘ and ‘Break Of Play‘.
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