Dan Murphy’s launches new integrated campaign promoting Price Change Team via Red Jelly
Dan 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’ via Red Jelly.
The television commercial shows the dedicated Price Change Team hard at work each morning, reviewing and beating competitors’ advertised prices before the stores open.
The Price Change Team has been a part of Dan Murphy’s dedication to the lowest liquor prices since 2007, but this is the first time customers have been shown the inner workings.
Says Campbell Stott, Dan Murphy’s head of merchandise: “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.”
The ad features Dan Murphy’s team members and reflects how the Price Change Team operates daily.
Says Stott: “Dedication to lowest prices has been around at Dan Murphy’s since Dan himself opened the first store back in 1952. The Price Change Team is something we are proud of as it reinforces and supports our lowest liquor price guarantee.”
The TVC is being aired across Foxtel’s MCN network and free-to-air TV.
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
16 Comments
Wow, that’s creative.
Yes, because I should be shopping for milk, bread and booze in the AM
Isn’t this supposed to be a creative blog? You know.. for creative stuff?
Not sickening wallpaper..
Welcome to 1987.
I’m slightly worried about the lady that rocks up at Dan Murphy’s just after it opens. Looks like it’s 8am.
The ‘Price Challenge Team’ couldn’t look less happy with their jobs.
What happens when the client writes the ad…
Suit credited as copywriter, ouch.
It worked on me in one sense, because now I just want to get very drunk so I can forget this appalling ad and numb the hatred I have for agencies and clients that think this is good advertising in any way whatsoever. I’d rather pay extra for my alcohol anywhere else.
Check out that grade….
@burp. Agree with you but I don’t think the agency have much to do with the work…
Look like the client wrote their own ad.
@Perspective. Maybe, and maybe they had no say in it being posted on Campaign Brief either, but I have as much disdain for a weak agency as I do for a bullish client. Having said that, I understand the need for people to have jobs and an income, so I sympathize with the agency and hope the client is reading the comments here and will get back to focusing on the marketing or rather checking the competitors prices, which, as we now know, is what they do best every morning.
A glance at the credits tells you that nobody at the agency wanted their name beside that. Fair go to the suit for taking one for the team.
Can’t blame the client 100% for the dross factor.
Even BASIC concepts like this can be executed with a LITTLE BIT of flair…Which Red Jelly clearly lack.
This would have looked dated as a Circa1980 corporate video.
Keep this up and Uncle Dan’s will be as likeable as a cheap Sav Blanc.
The lady drinker at the end coming in early doors is genius.
A functional stinker.