The campaign, by agency Steam UK, centres around www.scrumpyshire.co.uk, a new site about the fictional county of Scrumpyshire. The site hosts tongue-in-cheek stories, comical classified ads, puzzles and games for users to engage with.
The activity will be supported with national print ads, outdoor activity, and a partnership with Guardian.co.uk. The brand is also offering consumers the chance to "experience Scrumpyshire" by winning a week's break in a cottage in Herefordshire.
John Edwards, marketing director at Jygsaw Brands, said: "We wanted a big idea campaign that brought to life the provenance and the equity of the brand with a touch of quirky English humour and we feel this campaign delivers just that."
Scrumpy Jack, which was re-launched last year, has previously engaged in high-profile sponsorship deals with the England cricket and rugby teams.