How Dan Murphy's beats out its competitors

11 March 2015

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How does Dan Murphy's beat out its competitors on price? It's about to show you.

The latest campaign for liquor retailer Dan Murphy's goes behind the discounts and shows the attempts to beat out every other retailer in the game.

The Red Jelly-created integrated campaign shows the “Price Change Team” scouring the latest deals from competitors for them to beat.

“The campaign aims to give customers the confidence that Dan Murphy’s has done the legwork for them by comparing prices with competitors across newspapers and catalogues every day,” Dan Murphy's head of merchandise, Campbell Stott, said.

The TV commercial is being aired on the Multi Channel Network and free-to-air channels.


Dan Murphy’s

Brand Manager: Jenny Ahmet

Assistant Brand Manager: Natasha Hall

Head of Merchandise: Campbell Stott

Creative agency: Red Jelly

Director, Producer, Editor, Post production: Joel Noble

Copywriter: Justine Bridgland, Red Jelly

Media Agency: Carat Media

Media Planner: Tina King

PR agency: Liquid Ideas

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