Dan Murphy’s Pays Homage To Founder’s Fine Dining History For Melbourne Food & Wine Festival
He was an Australian wine merchant who became a household name. Now, Daniel Francis Murphy, founder of Australia’s leading liquor retailer, Dan Murphy’s, will be honoured in a special pop-up celebration of fine food and wine in Federation Square for this year’s Melbourne Food & Wine Festival (MFWF).
It’s a little-known fact that in the late 1960s, Daniel Francis Murphy launched a restaurant called The Epicurean at the same location as his first wine store in the Prahran Arcade. Dan’s Diner is a playful nod to its founder’s history and Victoria’s vibrant culinary scene.
Dan Murphy’s head of brand and experience, Maija Bell, said Dan’s Diner aligns with Dan Murphy’s commitment to providing memorable drinking experiences through a blend of nostalgia and contemporary dining.
“As a longstanding partner of MFWF, we’re excited to elevate our involvement as a major sponsor for the very first time – and to bring festival-goers a totally unique Dan Murphy’s experience, showcasing Victoria’s finest wine, beer and spirits alongside gourmet delights from some of Victoria’s best chefs,” she said.
Dan’s Diner is a full-service restaurant and bar with a diverse menu curated by chefs named Dan for 10 days over the MFWF. An American-style retro diner, the activation took 10 days to construct and will have the capacity to seat 90 guests. It is also the largest bespoke activation to run at Federation Square to date.
Bell said Dan’s Diner offered a unique opportunity to show inner-city premium wine drinkers a side of Dan Murphy’s history they may not be aware of and, in doing so, reinforce its position as an authority in food and drink culture.
“Opposite one of the busiest suburban railway stations in the southern hemisphere, this part of Melbourne’s CBD can see over 100,000 commuters a day, and we know Dan Murphy’s is the go-to for unbeatable range and value when buying drinks, so putting this spin on the Dan’s story is something we’re incredibly excited to see visitors and customers (both old and new) engage with”.
“Dan’s Diner is not just a restaurant and bar; it’s an immersive experience that promises flavour, fun, and a touch of retro charm. As we step into Dan’s Diner, we step back in time to the 1950s. With a modern flair, each dish tells a story, and every sip is a nod to the heritage that has shaped Dan Murphy’s”.
“We have chosen Victorian chefs Dan Hunter (Brae), Daniel Puskas (Sixpenny) and Daniel Wilson (Yakimono), who, beyond their culinary prowess and shared moniker, promise to bring an element of fun to Dan’s Diner,” Bell added.
“Rounding out the list of Dans, we have Dan Docherty from Commis, who has played a pivotal role in curating the cocktail list for Dan’s Diner. In addition to an impressive list of cocktails and non-alcoholic beverages that have been carefully selected to complement the food offering, we are proud to showcase a wide range of Victorian suppliers throughout the festival”.
“A special thank you to Zonzo Estate, Payten & Jones, Pizzini, Onannon Wines, Melbourne Gin Company, Four Pillars Gin, Blackman’s Brewery, Chalmers Wines, Dal Zotto Wines, Patrick Sullivan Wines, Starward Whisky and Wonki Hard Seltzers for working with us to bring the essence of Victorian produce to the heart of this activation. It means so much to be able to spotlight the incredible range of independent Victorian producers we support in our stores”.
Dan’s Diner will be open daily from 12-8 pm from Friday, 15 March until Sunday, 25 March, except for the Dan’s Diner ticketed events on 18, 19 and 20 March, when the Diner will close at 5 pm. The ticketed events are now sold out. Walk-ins only for all other times, no bookings required.
The partnership and activation will be supported by a paid media campaign, including targeted out-of-home placements in close proximity to food hotspots, as well as social and owned channel support.
Latest News
Initiative’s Fein, Geer, Colter To Depart For Accenture Song
It's great news for Accenture Song, very bad news for the Initiative company card with this triple leaving do.
Pizza Hut Fined $2.5m For Spamming Customers
To be honest, if you're going to spam customers, cheap pizza deals is probably on the low side of the dodgy scale.
Jetstar & Qantas Perception Ratings Soar After Bonza Cancelled Flights, YouGov Finds
This poll is further proof nothing builds a positive brand image like your competitor monumentally f@cking up.
Pedigree Launches AI-Powered Ad Initiative To Give All Dogs A Home, Via Colenso BBDO & Nexus Studios
B&T encourages this dog adoption initiative. And that's despite us barely being able to look after our own selves.
Apparent Launches “All Heart, No hassle” Integrated Campaign For Flight Centre’s Corporate Traveller
Apparent charged with Flight Centre's Corporate Traveller creative. Has avoided any gags about stolen hotel bathrobes.
South African Tourism CMO: ‘We Want Consumers To Experience SA Through The Eyes Of A Child’
B&T chats with South African tourism's Aussie CMO. Admittedly, we had to quickly rectify our Barossa Valley questions.
Market Research Firm TRA Names KFC’s “Look On the Fried Side Of Life” As Australia’s Favourite Ad
A poll of everyday Aussies has revealed our favourite ads. And it'll make difficult reading for the Harvey Norman team.
‘A Big, Big Step In The Right Direction’: Media Buyers React To News Corp’s D_Coded
There was a universal thumbs up for News' D_Coded event. Although there were calls for glitter bombs at the finale.
CommBank Announced As Presenting Partner Of Vogue Codes 2024
Vogue Codes is a top initiative encouraging women into STEM-based careers. All while wearing Jimmy Choos, apparently.
Brad Garbutt Joins OMA As Marketing Lead
Seasoned adlander Garbutt joins the outdoor association. Says he's got the DOOH down pat, but working on the PDOOH.
TV Ratings 15/5/24: Gruen Pulls A Crowd For Aunty As It Enters 16th Season
Although B&T typically shuns predictions, we're expecting big numbers for Peter Dutton's Budget reply speech tonight.
D_Coded panel: ‘If You Are A Marketer Handling Data And Haven’t Spoken To Legal, You’re In Trouble’
This fiery panel was a highlight of Tuesday's D_Coded event. Not that it spilled out into the carpark.
SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]
Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]
Channel Factory Expands Team Across Australia & New Zealand By 20%
Social media agency Channel Factory announces a significant lift in staff numbers. Doesn't thank Tuesday's Budget.
Jaywing Extends Strategy Team Appointing Fran Martin As Senior Brand Strategist
As is often said, you can never have too much strategy. Same can't be said of programmatic & AI.
Tourism Tasmania Taps Broadsheet For Latest “Off Season” Campaign Iteration
Do you like to drape yourself in sheepskin, flannelette & weird, wooly hats? Tasmania in winter is for you.
Netball WA Appoints 303 MullenLowe As Brand Strategy partner
Netball WA appoints 303 MullenLowe for its brand strategy. Any mention of Gina also now strictly forbidden.
RyvalMedia Flies Off With RedBalloon Media Account
Got family or friends working at RyvalMedia? Say ta-tah to shit birthday presents as agency pricks RedBalloon's media.
“First We Get Plastered Then We Fill Your Holes” – Tradies Face Ad Standards Ire
As juvenile as this plasterer's tagline is, it does sound like the plot to most adult films.
ANZ, Lyre’s, Uber, Adam Ballesty & An Australian Of The Year – More Big Names Join Cannes in Cairns, Presented by Pinterest!
Judging by this cavalcade of A-listers set to star in Cairns, a selfie stick is now mandatory for all attendees.
Grab A Sneak Peek At Pinterest’s Special Guests This Cannes in Cairns!
It's another teaser to the awesome talent you can expect in Cairns. Oddly, no sign of the B&T staff barbershop quartet.
M&C Saatchi Sport & Entertainment’s Steve Martin & Jamie Wynne-Morgan Sign Off From Agency They Set Up
Will Steve and Jamie ape Maurice and Charles with their new agency name? Stay tuned to B&T to find out.
Netflix Has Google & Amazon In Crosshairs With Ad Server Launch
Is your dream weekend Uber Eats & a Netflix binge? More toilet breaks are on the way, as streamer amps up ad offerings.
Boom, Boom, Boom! Get Ready For the Boomtown Bus Whisking You To Cannes in Cairns, Presented By Pinterest In Style!
Worried your hibiscus print kaftan might overshadow things in Cairns? Fear not, as you can see this bus from space.
On The Menu Joins Forces With TBWA\Melbourne To Melt Freezer Shame
This campaign "fights misconceptions about frozen food". Ice-cream, pies, Sara Lee! What misconceptions, B&T asks?
IMAA Announces Digi-Byte Event Featuring Industry’s Top Talent Plus “Immersive” Gaming Competition
The indies fan group unveils plans for its newest event. Says anyone in a WPP running singlet will be refused entry.
Bowel Cancer Revealed As Australia’s Deadliest Creature In New Campaign, Via Ogilvy Health
Does your office have a secret & serial farter? Possibly lure them out with this important bowel cancer campaign.
Who’s In Charge? B&T Reveals The Best Of The Best Industry Association Chiefs!
B&T's acknowledging the 10 very best industry association bosses. Discover if your membership dues are worth it here.
TEDxSydney Splits Into Two; Check Its New Creative Program
TEDxSydney moves to Luna Park's Big Top in June. Get motivated & throw up on the Wild Mouse at the very same time.
TV Ratings 14/5/24: Punters More Interested In Farmer Wants A Wife Drama Than Jeremy Clarkson’s Agricultural Adventures
Think sheep husbandry programs are TV's missing link? You can't complain with Farmer Wants A Wife AND Clarkson's Farm.
Paper Moose and Innocean Australia launch Love Our Work Industry Charter
It's a top initiative fostering harmony in the creative space. Not to downplay the unbridled joy of destroying a rival.
IAB: Privacy Act Changes Might Lead To “Nonsensical Outcomes” For Digital Advertising As Industry Wrings Hands
B&T front row at the IAB's Data & Privacy Summit. So private, in fact, attendees were wearing fake moustaches.
Fortress Games Hits Play On Partnership With Havas Network’s Organic And One Green Bean
The games culture destination names local agency roster who'll hopefully explain what a games culture destination is.
Fabulate Launches New List Of Fastest Growing Aussie Creators, Including Leah Halton, Across Social Media
A list of who's hot in Australia's influencer/creator world's here. And it's bad news for foodies angling for a freebie.
Find Your Work-Life Balance: ‘Airbnb’ Your Next Job With ViewJobs
Farmer Wants A Wife piqued your interest in all things regional? See who's hiring with this regional job initiative.