Challenge

The liquor market in Australia is crowded. How do we help one of Australia’s most recognised liquor stores grow, while still maintaining the rich heritage started by Dan Murphy in 1952?

Solution

For over 15 years, we’ve acted as a gatekeeper for the Dan Murphy’s brand. We’ve created massive campaign concepts that cover POS, print, catalogue, radio and outdoor. We’ve produced Dan Murphy’s catalogues, helping them win back-to-back Retailer of the Year Awards at the 2014 and 2015 Australian Catalogue Awards. We’ve helped inform millions of customers through the Dan Murphy’s Discovery Guides. We even made a 60 second TV commercial that shows the journey of Dan’s original promise from 1952 through to the present day.

Result

Dan Murphy’s has consistently been Australia’s leader in liquor sales – especially around the brand’s two major events: Father’s Day and Christmas.

Dan Murphy’s Discovery Guides have helped millions of Australians become liquor experts.

“Red Jelly should feel proud, being a major contributor to the brand.”
— Martin Smith, General Manager Dan Murphy's