Dan Murphy’s & Red Jelly Launch Aussie Wine Month
Dan Murphy’s has launched an integrated marketing campaign to promote Australia’s Local Heroes. Throughout the month of May for Aussie Wine Month, Dan Murphy’s is joining with Wine Australia to highlight and pay tribute to the ‘Local Heroes’ of winemaking, distilleries and breweries.
The multifaceted campaign includes state-specific ‘Locals Heroes’ tastings, localised Aussie Wine Month Buyer’s Guides and a national TVC.
Dan Murphy’s head of marketing, Yolanda Uys, says: “By partnering with Wine Australia and launching our Local Heroes campaign, we hope to reach a wide demographic of wine enthusiasts and proud Australians, and further expose them to Australia’s exciting local drinks industry.”
The TVC features South Australian Local Hero, Corrina Wright, and aims to celebrate ‘Local Heroes’ and create awareness around the Buyer’s Guide. The TVC launched nationwide on Friday 8 May on Channel 7 and Foxtel’s Lifestyle Group channels.
Throughout the month, Dan Murphy’s customers can discover ‘Local Heroes’ through special in-store displays and tastings across Australia with more than 3,400 local Aussie wines available across Dan Murphy’s stores nationally.
In-store tastings will give customers the opportunity to sample a selection of great local wines, spirits and beers, and grow their knowledge of Australia’s wine regions, varieties, local brands and their stories.
The in-store promotions will be complemented with a Buyer’s Guide devoted to the stories and products of ‘Local Heroes’ from some of Australia’s favourite drink regions. There are four different cover images to represent several states’ wine regions featuring the following winemakers: Vanya Cullen of Cullen Wines in the Margaret River, WA; David Morris of Morris Wine of Rutherglen, VIC; Iain Riggs of Brokenwood Wines in the Hunter Valley, NSW; and Corrina Wright of Yarnbomb in McLaren Vale, SA.
The Buyer’s Guides also feature a Top 10 list of drinks trends, highlighted new products, and an introduction to the new Connections program.
Advertiser: Dan Murphy’s
Brand Communications Manager: Nick Hailey
Head of Marketing: Yolanda Uys
Creative Agency: Red Jelly
Category: Alcoholic drinks , Wines
Genre: Experiential , Storytelling