Jacob’s Creek named exclusive wine partner of the ICC; unveils new work via Cummins&Partners

Australia’s number one wine brand Jacob’s Creek, is headed to the world cricketing stage with a new creative campaign from Cummins&Partners, celebrating its announcement as official partners of the ICC.

Cummins&Partners and Jacob’s Creek are no strangers to sport, with their long-standing support of tennis, including Cannes winning campaigns featuring Andre Agassi and Novak Djokovic. With an eleven year creative partnership, Cummins&Partners have supported Jacob’s Creek in over eighty markets globally, and are proud to join the brand as they take the next step with this global cricket partnership.

Says Eric Thomson, global marketing director for Pernod Ricard Winemakers: “Jacob’s Creek is proud to partner with the ICC to bring people together in a celebration of cricket. We’re excited to be working with the ICC to connect with cricket fans and wine lovers.” Adding, “As we return to stadium sports following COVID-19 restrictions, this partnership is a strategic opportunity for Jacob’s Creek in all major markets where our wines and cricket are celebrated and enjoyed.”

The campaign, “A Drop Worth Sharing” places the product right at the heart of the game, coming to life on TV, digital, OOH, in stadiums and venues across key cricketing and Jacob’s Creek’s markets.

Says Heath Collins, creative director, Cummins&Partners: “We’ve been blessed to have a wonderful creative relationship with Jacob’s Creek for over a decade now, so the news of our partnership with the ICC was obviously very exciting for us. A healthy affection throughout the agency for both wine and cricket truly made this campaign a labour of love.”

The partnership, which runs until the end of 2023, kicked off with the ICC Men’s T20 World Cup 2021, which started last weekend in UAE & Oman this month.

Agency: Cummins&Partners
CEO: Kirsty Muddle
Creative Director: Heath Collins
Associate Creative Director: Liam Jenkins
Senior Account Manager: Robbie Tucker
Senior Designer: Rowan Hammerton
3D Design: Tiger Hongmung
Senior Retoucher: Ed Croll
Executive Producer: Karley Cameron
3D Animator: Julian Paul

Jacob’s Creek
Chief Marketing Officer: Eric Thomson
Head of Delivery: Emma Baldwin
Senior Brand Manager: Emma Keenaghan
Global brand Manager: Bec Hantzis
Global PR Manager: Liz Hunt