Pernod Ricard has lined up a television advertising campaign in the UK for its Jacob's Creek wine brand.

'True Character' forms part of a campaign for Jacob's Creek, which will be rolled out throughout 2010 both above- and below-the-line, the unit said yesterday (17 November).

The adverts will appear on ITV1, C5, C4, Living, ITV2, Sky One and More4 in slots around popular programmes such as CSI, F Word, Coronation Street and new drama Mr Eleven.

It will run throughout December, returning on-air early in 2010. The ad will continue into late 2010 when it will also be supported with further advertising in a mixture of other channels including online.

"The 'True Character' advertising shows a snapshot of real life; a relaxed dinner party that brings friends together whilst giving them the opportunity to sample (Jacob's Creek)," said Matthew Bird, marketing controller for Jacob's Creek at Pernod UK. "This new campaign aims to connect with our consumers on shared values, putting them and their views at the heart of what Jacob's Creek stands for."

Back in September, Pernod said that it was launching 50cl versions of its Jacob's Creek Three Vines range in the UK. The smaller bottles were released after consumer research showed rising demand for 50cl bottles as an alternative to the traditional 75cl size.