Dan Murphy's Value Stares You in the Face in BMF Campaign

Dan Murphy’s has launched a new campaign which celebrates the brand’s enduring promise of unbeatable value, reminding Australians that when it comes to great prices, nobody beats Dan Murphy’s.

Created by BMF, the ‘An Eye for Value’ campaign brings new life to one of Australia’s most recognisable retail icons, the Dan Murphy’s bust, turning his knowing stare into a symbol of the brand’s promise of great value. While Dan’s power comes from his knowing stare, what he really knows is value. That’s why, when he locks eyes with you, he doesn’t need to speak, he simply lets his iconic gaze do the talking.

As Australians continue to navigate cost-of-living pressures and an increasingly competitive retail environment, value has never mattered more. This campaign serves as a timely reminder of the trust and confidence customers have long placed in Dan Murphy’s to deliver great prices without compromise.

Agi Pfeiffer, managing director, Dan Murphy’s said, “Dan Murphy’s has always been synonymous with low prices, but after decades of leadership it was time to remind people why. ‘An Eye for Value’ gives a modern wink to what Australians have always loved about Dan’s. It’s a simple, confident idea built around one enduring truth, that nobody beats Dan Murphy’s.

“This campaign takes that quiet confidence and personifies it through Dan himself, a man who doesn’t need to shout to prove he’s the best value in the business. It celebrates the Dan in all of us, that eagle eye for a deal and that quiet satisfaction of knowing you’ve got the best price out there.”

The campaign is set to roll out across TV, OOH, digital, audio and social, bringing Dan’s legacy to life for a new generation of shoppers, showing that while the retail environment may change, Dan’s commitment to value does not.

Tom Hoskins, executive creative director, BMF, said, “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. 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.”