By Andy Young
A new advertising campaign, which aims to show consumers what goes into the "lowest liquor price guarantee" has been launched by Dan Murphy's.
The television commerical was created by the Red Jelly agency and shows the work of the price change team, reviewing competitors' advertised prices each morning.
Dan Murphy’s head of merchandise, Campbell Stott, said: "The campaign aims to give customers the confidence that Dan Murphy’s has done the leg work for them by comparing prices with competitors across newspapers and catalogues every day.
"Dedication to lowest prices has been around at Dan Murphy’s since Dan himself opened the first store back in 1952," Stott added.
"The Price Change Team is something we are proud of as it reinforces and supports our lowest liquor price guarantee."
The price change team has been part of Dan Murphy's since 2007, but this is the first time they have featured in an advertising campaign.