Dare scoops digital Jacob's Creek brief

Pernod Ricard, the wine and spirits giant, has appointed Dare to handle the digital advertising account for its Jacob's Creek wine brand.

The business, which was awarded to Dare without a pitch, will involve the agency developing an online strategy for the brand.

Dare will create and maintain the brand's first UK-specific website and develop online advertising campaigns and e-mail marketing, as well as supporting on- and off-trade promotions.

The decision marks the brand's first foray into digital advertising.

John Owen, the planning partner at Dare, said: "British wine-drinkers do not tend to know a lot about wine, but are interested in finding out more. We will be working on giving them information about wine in general, as well as about Jacob's Creek."

Jacob's Creek spends £4 million on advertising in the UK every year but does not have a UK-based above-the-line advertising agency. Although it appointed Fallon to a strategic project earlier this year, the wine-maker uses its Australian agency, Clemenger BBDO, to produce its UK creative work.

Jacob's Creek is the third-biggest-selling wine brand in the UK, but its sales have been falling since 2002 and the brand has been relegated to bottom-shelf status in many off-licences.