Dan Murphy's origin story

The latest campaign from Dan Murphy's tells the story of its founder, Daniel Francis Murphy.

The creative by Thinkerbell portrays Mr Murphy as a rule breaker and a renegade with a thirst for new wines that in turn he brought to Australia to be shared with all. The TVC re-tells some of the moments that influenced and shaped the customer focused attitudes of today's Dan Murphy stores.

From his time in the RAAF, to creating an underground wine club, or being among the first to import international wines by whatever means necessary, Daniel Francis Murphy’s life is a cracking story.

Monique Holmes, Head of Marketing & Loyalty, Dan Murphy’s said: “Helping Australia drink better sits at the heart of so much of what we do day-in-day-out. The spirit of improvement and discovery is something that’s been with the brand since Dan Murphy first established it back in 1952. That’s why when it came time for a brand idea, we couldn’t go past the intriguing stories that shaped the man himself."

“If you ask Australians, many don’t know that ‘Uncle Dan’ was a wine-loving entrepreneur who created innovations that have shaped the Australian drinks industry,” said Alex Freudman, Dan Murphy’s Managing Director.

“He was passionate about making great drinks accessible to everyone, and his innovative and entrepreneurial spirit still very much lives on at Dan Murphy’s today."

The campaign will run on television, outdoor, in-store, and online, with activations and more in the coming months.

Says Tom Wenborn from Thinkerbell: “By sharing the story of its founder, we wanted to show that Dan Murphy’s has been a leader since the start, and continues to be a trusted expert in the world of drinks.”