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Case Study - Jacobs Creek sponsorship of Friends on Channel 4

Provided by Channel 4 Television
Jacob's Creek became synonymous with 'relaxing with friends' after sponsoring Channels 4's Friday night airing of Friends.

Tell us about the Opportunity / What is it?

A key marketing objective for Jacob's Creek was to sustain market leadership and to communicate Jacob's Creek's quality credentials and breadth of range. Broadcast media was identified as a relatively under-utilised medium in the wine marketplace. Jacob's Creek felt that sponsorship delivers campaign longevity, which is harder to sustain through spot advertising.

What is the Marketing Objective?

Increase loyalty.

How does it work?

Friends was selected because the tone of the programme matched the brand values of Jacob's Creek, which are; sociable, warm, approachable,relaxed and unpretentious. Channel 4's schedule of Friends on Friday nights was perfect for Jacob's Creek, it encompassed that "Friday feeling attitude, "it's the end of week so let's open a bottle of wine and relax with friends".

Who's used it in the past?

Please visit for further details.

Features / Benefits

This was the first time a wine brand had sponsored a TV series - something unique that set Jacob's Creek apart from the marketplace. At the end of series 9, research revealed that the Jacob's Creek sponsorship of Friends had been successful in achieving the main sponsorship objectives and had become a top performing broadcast sponsorship.Total Awareness of the sponsorship grew significantly between series 8 and series 9 with an impressive 76% of viewers claiming to be aware of the sponsorship by the end of series.

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