Effies
Australia
How having an Eye for Value kept Dan Murphy’s on top in a race to the bottom
Agency
BMF
Client
Endeavour Drinks Group
Awards
Silver
Return On Investment - Commercial Over $5million
Bronze
Retail
Finalist
Short Term Effects
Case Study
Summary
Winning on price is easy when you have a guarantee you'll beat anyone. But it's not the 1950s anymore, Dan. For Aussies, battered by cost-of-living pressures, winning on value became emotional. A matter of pride. ‘Eye For Value’ used Dan Murphy’s most recognisable asset - Dan himself - as the face of a campaign that flipped the funnel to put price-certainty at its heart, returning the brand and business to a position of sustained growth. In a race to the bottom, Dan Murphy's won by refusing to enter it.
Case study
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Credits
| Lisa Casey | GM Marketing & Loyalty | Dan Murphy’s |
| Saira Mason | Head of Retail Marketing & Planning | Dan Murphy’s |
| Meaghan Payne | Senior Marketing Manager – Branding & Campaigns | Dan Murphy’s |
| Tom Hoskins | Executive Creative Director | BMF |
| Stuart Tobin | Senior Creative | BMF |
| Anthony Posa | Senior Creative | BMF |
| Fiona McLeod | Head of Design | BMF |
| Samantha Jones | Senior Designer | BMF |
| Christina Aventi | Chief Strategy Officer | BMF |
| Suzanne Dutton | Group Planning Director | BMF |
| Stephen McArdle | Chief Executive Officer | BMF |
| Sophie Bogdan | Group Account Director | BMF |
| Eloise De Pomeroy | Account Director | BMF |
| Annabel Newma | Senior Account Director | BMF |
| Jenny Lee-Archer | Head of TV & Content Production | BMF |
| Mandy Payne | Senior Producer | BMF |
| Haydon Fanning | Digital Director | BMF |
| Iva Madderom | Digital Director | BMF |
| Catarina Duardo | Finished Artist | BMF |