Dan Murphy’s pushes delivery credentials in lockdown campaign

Woolworths-owned liquor chain Dan Murphy’s has undertaken a raft of promotional initiatives throughout lockdown, including pushing its delivery offering and launching Thursday Night Trivia.

The initiatives and associated campaigns were created in conjunction with Thinkerbell.

The brand said all of the initiatives were aimed at ensuring consumers knew it was a stockist of quality drinks at accessible prices.

One such initiative was the relaunch of Dan Murphy’s Delivers, which it said had “never been more relevant than it has been over the last few months”.

The brand also teamed up with Broadsheet to create Sip and Learn, a content series which leverages the skills and know-how of hospitality workers, and answers “booze-related” questions.

During lockdown, the brand also used Facebook to stream Thursday Night Trivia.

Dan Murphy’s creative agency Thinkerbell worked on the initiatives, and is charged with continuing to grow the brand and maintain its market-leading position.

The brand and agency were full of praise for each other.

Utadi Murphy, head of marketing and loyalty at Dan Murphy’s said: “Working with Thinkerbell has been a breath of fresh air, they channel their brand into everything they do, turning genuine customer insights into really innovative creative solutions and are helping Dan’s re-stamp their authority on trend leadership in the drinks space.”

An out-of-home execution in Melbourne

Margie Reid, managing partner of Thinkerbell said: “Working with Dan Murphy’s has been a joy. We’ve built a solid relationship over the many projects we’ve done together and will continue to help support the Dan Murphy’s brand both as an enthusiastic customer, and as one of their agency partners as well.”


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