Daniel Ricciardo takes over Dan Murphy’s in Emotive campaign for DR3 wines

“I don’t know what was cooler, seeing the wine on the shelf or seeing my face all over the store front!”

Formula 1 star Daniel Ricciardo is fronting a takeover in a new integrated campaign via creative agency Emotive to celebrate the launch of St Hugo winery’s DR3 wines into Dan Murphy’s stores nationwide.

The campaign premise involves Ricciardo taking over Dan Murphy’s stores and renaming it ‘Dan Ricciardo’s’. The tongue-in-cheek campaign will be deployed across social and digital channels as well as through PR.

DR3 wines is a partnership between St Hugo winery (owned by Pernod Ricard Winemakers) and the F1 fan favourite.

The partnership was first established in 2020, with Ricciardo working closely with St Hugo’s chief winemaker, Peter Munro, on many aspects of the wine’s production.

“I don’t know what was cooler, seeing the wine on the shelf or seeing my face all over the store front! In all seriousness having DR3 on the shelf is special, there is so much work that goesinto each vintage, you just want to share that with as many people as you can,” said Ricciardo.

“Knowing that DR3 is now available in Dan Murphy’s, it’s a big milestone for myself and the DR3 Wines team.” 

St Hugo DR3 and Daniel Ricciardo

This weekend, the campaign will also activate in real life with a Dan Ricciardo’s store in Alexandria, including Ricciardo’s face replacing the original Dan Murphy motif from the 1950s.

As we move into the next phase of our DR3 x St Hugo collaboration, we saw an opportunity to utilise the launch into retail as a way to drive excitement and recruitment in the fine wine category,” added global marketing director at Pernod Ricard, Eric Thomson.

Emotive was also the driving force last Christmas when Pernod Ricard positioned itself to dominate the at-home entertainment space, tapping into the trending spirit of the season: tequila. Its campaign for Olmeca AltosTequila starred Internet personality Jimmy Rees and Real Housewives of Sydney cast favourites Krissy Marsh and Nicole O’Neil.

Daniel Ricciardo takes over Dan Murphy's for DR3 wines

Emotive CEO, Simon Joyce, said: “Like us, Pernod Ricard share a belief that creativity has the power to drive commercial outcomes.

“This campaign heroes some of our favourite Australian icons and celebrates the truth that the best advertising doesn’t always look like advertising – with long-form storytelling playing out across social, earned and a live brand experience, all working together to generate more attention and talkability than a pure paid media approach could achieve.” 

Daniel Ricciardo takes over Dan Murphy's in Emotive campaign for DR3 x St Hugo

Dan Murphy’s managing director, Agnieszka Pfeiffer-Smith, added: “Dan Ricciardo’s energy, commitment to wine quality and of course being a crowd favourite is something that our own Dan Murphy really prided himself on. Both Dan’s really share a passion for wine – it’s clearly in their DNA! I know our own Daniel Francis Murphy would have given a personal seal of approval to have such an eponymous takeover with this Australian star, and we can’t wait to share it.” 

Dan Murphy’s is part of the portfolio of brands owned by drinks and hospitality company Endeavour Group, which earlier this month appointed BMF as its lead creative agency. Thinkerbell has held the Dan Murphy’s account since 2019, which will be handed to BMF from October 2024.

The work also follows Emotive’s launch last week for Google, enlisting Kath & Kim fan-favourite Sharon Strzelecki (played by comedian and actress Magda Szubanski) to showcase a new range of Google’s AI-powered tools.

See also:
Emotive launches campaign for Google starring Aussie icon Sharon Strzelecki
BMF wins Endeavour Group creative pitch

Client: Pernod Ricard Winemakers 
Creative & Production: Emotive 
CEO: Simon Joyce 
Head of Strategy: Michael Hogg 
Strategy Director: Gerad Petherbridge 
Senior Account Director: Zoe Hartas 
Group Creative Director: Darren Wright 
Senior Creative Director: Ben Sampson 
Senior Copywriter: Peirce Thompson 
Social Copywriter: Rory Pearson 
Head of Design: Daniel Mortensen 
Graphic Designers: Ery Higa & Eunice Nie 
Social, Talent & Partnerships Director: Elly Scales 
Head of Production: Hayley-Ritz Pelling 
Director: Zane Pearson 
Senior Producer: Michael Hollis 
Producer (Post): Rebecca Love-Williams 
Senior Editor: Sam Gadsden 
Photographer: Jack Berg 
PR: Liquid Ideas 
Social: Darkhorse 
Media: Initiative

Top Image: Daniel Ricciardo

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