Dan Murphy’s stares consumers down in first campaign with BMF
In a new campaign with creative agency BMF, Endeavour Group’s Dan Murphy’s is leaning into its logo to emphasise its low prices.
The “An Eye for Value” campaign draws attention to the retailer’s green and white portrait logo of founder Daniel Francis Murphy.
The businessman’s piercing gaze is the centre of the campaign, and is used as a tool to remind shoppers that “what … [the retailer] really knows is value”.
According to Lisa Casey, general manager of marketing and loyalty at Dan Murphy’s, “value” is the top reason shoppers choose liquor retailers. With “An Eye for Value”, the brand is in a position to “accelerate price trust” and further capitalise on its “Nobody Beats” platform.
“The goal of the campaign is to build greater customer awareness of Dan’s everyday low price position. We work really hard to ensure we have low prices for customers – everyday. And if we happen to miss one and customers find it cheaper, we will beat it on the spot. That’s our Lowest Liquor Price Guarantee,” Casey said in an email sent to Mumbrella.
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“With ‘value’ now being the number 1 reason Australians choose a liquor retailer, Dan’s is in a strong position to continue to leverage our biggest brand strength and accelerate price trust.
“As the first piece of brand work with our new lead creative agency partner, BMF, we are thrilled with the work and how it complements and builds upon our existing Nobody Beats brand platform.”
The the first 30-second TVC of the campaign, a couple are sitting in café ahead of a camping weekend, discussing how they’re responsible for the drinks. After one questions whether “20 bucks a head is doable”, the other locks eyes with a nearby Dan Murphy’s logo. And after an intense stare-off, the main character decides it is indeed “doable”.
“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,” BMF’s executive creative director, Tom Hoskins, said in the same release.
“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.”
The campaign will play across social, digital, out-of-home, audio and TV assets.
BMF won the Dan Murphy’s account in mid-2024, taking over from then-incumbent Thinkerbell.
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
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