Dan Murphy’s has launched a new marketing campaign that gives a behind the scenes look into its ‘lowest liquor price guarantee’ slogan.

The television commercial will be aired across Foxtel’s MCN network and free to air TV.

It shows Dan Murphy’s price change team each morning reviewing and beating competitors’ advertised prices before the stores open.

The price change team was initiated at Dan Murphy’s in 2007, but this is the first time customers have been shown how they operate daily.

Campbell Stott, Dan Murphy’s head of merchandise, 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,” says Stott.

“The price change team is something we are proud of as it reinforces and supports our lowest liquor price guarantee.”