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Dan Murphy’s promotes price change

Screen Shot 2015-03-10 at 9.51.35 AMDan Murphy’s has launched an integrated marketing campaign which, for the first time in the brand’s history, goes behind the scenes to explain what it means by ‘lowest liquor price guarantee’.

Created by Dan Murphy’s creative agency, Red Jelly, the television commercial shows Dan Murphy’s price change team at work each morning, reviewing and beating competitors’ advertised prices before the stores open.

The price change team was initiated at Dan Murphy’s in 2007, but this is the first time customers have been shown how they operate daily.

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

“Dedication to lowest prices has been around at Dan Murphy’s since Dan himself opened the first store back in 1952,” says Stott.

“The price change team is something we are proud of as it reinforces and supports our lowest liquor price guarantee.”

The television commercial will be aired across Foxtel’s MCN network and free to air TV.

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