Dan Murphy’s stares consumers down in first campaign with BMF

In a new campaign with creative agency BMF, Endeavour Group’s Dan Murphy’s is leaning into its logo to emphasise its low prices.

The “An Eye for Value” campaign draws attention to the retailer’s green and white portrait logo of founder Daniel Francis Murphy.

The businessman’s piercing gaze is the centre of the campaign, and is used as a tool to remind shoppers that “what … [the retailer] really knows is value”.