Dan Murphy’s has launched a new campaign, ‘An Eye for Value,’ which celebrates the brand’s promise of unbeatable value, brought to life via BMF.
The campaign is set to roll out across TV, OOH, digital, audio and social.
The campaign uses Dan Murphy’s knowing stare as the symbol of the brand’s promise of great value.
As Australians continue to navigate cost-of-living pressures and an increasingly competitive retail environment, value has never mattered more.
“Dan Murphy’s has always been synonymous with low prices, but after decades of leadership it was time to remind people why. ‘An Eye for Value’ gives a modern wink to what Australians have always loved about Dan’s. It’s a simple, confident idea built around one enduring truth, that nobody beats Dan Murphy’s,” Agi Pfeiffer, managing director, Dan Murphy’s said.
“This campaign takes that quiet confidence and personifies it through Dan himself, a man who doesn’t need to shout to prove he’s the best value in the business. It celebrates the Dan in all of us, that eagle eye for a deal and that quiet satisfaction of knowing you’ve got the best price out there,” Pfeiffer added.
“The Dan Murphy’s logo isn’t just an iconic branding device; it’s now a ubiquitous part of the Australian liquor and retail landscape. So, when we started thinking about a campaign to hero Dan’s great value and everyday low prices, we soon realised the answer was staring us in the face,” Tom Hoskins, executive creative director, BMF, said.
Credits:
Creative Agency: BMF
Director: Yianni Warnock
Production Company: MOFA
Executive Producer: Llew Griffiths
DOP: Jeremy Rouse
Post Production: ARC
Editor: Graeme Pereira
Sound Production: Rumble
Media Agency: Carat Australia
