Dan Murphy’s is sharpening its price-led position with a new brand platform, reminding Australians that when it comes to value, the original deal-hunter still has the edge.
The campaign, An Eye for Value, from BMF, brings the retailer’s iconic bust to life in a simple but self-assured way.
Rather than shouting about discounts, Dan’s signature stare does the talking, positioning value as something you spot – not something you scream.
With cost-of-living pressures reframing shopper behaviour and rivals crowding the liquor aisle, Dan Murphy’s is doubling down on its long-held price promise.
“Dan Murphy’s has always been synonymous with low prices, but after decades of leadership, it was time to remind people why,” said Agi Pfeiffer, Managing Director.
“It’s a simple, confident idea built around one enduring truth, that nobody beats Dan Murphy’s.”
The integrated push runs across TV, OOH, digital, audio and social, aiming to introduce the brand’s quiet confidence to a new generation.
BMF executive creative director Tom Hoskins said the answer was “staring us in the face”, noting the logo’s cultural presence and Dan’s now-iconic gaze as the foundation for the refreshed value stance.
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