Dan Murphy’s puts focus on ‘local heroes’ in month-long campaign from Red Jelly

Dan Murphy’s is turning its focus on Australia’s ‘local wine heroes’ in a campaign from Red Jelly to coincide with Aussie Wine Month.

The Woolworths-owned retailer has teamed up with Wine Australia for the month-long push which includes a TV ad focusing on its monthly buyer’s guide.

Central to the campaign will be wine tastings across its stores nationwide which the brand said will provide customers with greater knowledge of the country’s wine regions, varieties and local brands.

Dan Murphy’s head of marketing Yolanda Uys said: “By partnering with Wine Australia and launching our Local Heroes campaign, we hope to reach a wide demographic of wine enthusiasts and proud Australians, and further expose them to Australia’s exciting local drinks industry.”

The TVC aims to celebrate ‘local heroes’ and create awareness around the buyer’s guide, she said.

Dan Murphy’s said the in-store promotion will be complemented with a buyer’s guide devoted to the stories and products from some of Australia’s major win regions.


Head of Marketing: Yolanda Uys

Media and Communications Manager: Nick Hailey

Creative Agency: Red Jelly



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