Dan’s Diner

Client: Dan Murphy’s | Role: Senior Copywriter

Background

To drive awareness for Dan Murphy’s pop-up activation at Melbourne Food & Wine Festival 2024 – Dan’s Diner – we were asked to develop a suite of campaign material for OOH placements in Melbourne’s CBD.

Idea

Featuring some of the most high-profile Dans from Australia's culinary world – Dan Puskas (Sixpenny), Dan Hunter (Brae), Dan Wilson (Yakimono) and Dan Docherty (Commis) – we leaned into the gag: A classic diner by Australia’s top Dans.

Impact

Running across hundreds of targeted placements in Melbourne’s CBD, including a mammoth dynamic billboard in Federation Square, Dan’s Diner was a roaring success. Tickets sold out in just six hours.