Via Mr Wolf Challenger Agency, Jack Daniel’s celebrates its provenance with a new campaign — a reminder that every drop still comes from Lynchburg, Tennessee

Jack Daniel’s is celebrating its provenance with a new campaign highlighting a simple truth: every drop still comes from the same place it always has — Lynchburg, Tennessee.

The multi-channel campaign was shot on location in Lynchburg and developed locally by Mr Wolf.

Natalia Kowalczyk, senior brand manager at Jack Daniel’s, said the agency’s understanding of the brand stood out from the start: “It’s great to be working with the team at Mr Wolf on a campaign as pivotal as this — throughout the pitch process they demonstrated a deep understanding of our brand, and we’ve loved putting those skills to the test in developing the ‘Every Drop’ campaign together.”

Tony Singleton, managing partner at Mr Wolf, said the brief carried real weight: “Jack is one of the most fascinating brands on the planet. It delivers authenticity and craftsmanship in spades while never losing that independent edge. You really feel the responsibility of being true to Jack, and it’s simply great to be helping the Australian team again.”

Michael Stevenson, managing partner at Mr Wolf, added: “It’s fantastic to be reunited with the Jack Daniel’s team, and we’re thrilled to be part of a campaign that celebrates something as important to the brand as their spiritual homeland of Lynchburg.”

The win capped off a strong year for Mr Wolf, which also helped Taylors Wines pick up multiple Marketing Team of the Year awards for its Optimum Drinking Temperature sensor campaign, alongside new client wins with Rest Industry Super and Tourism Fiji.

Read more at B&T

See the Jack Daniel’s Challenger Brand case study