Daniel Ricciardo takes over Dan Murphy’s in Emotive campaign [Video]

Formula 1 star Daniel Ricciardo is fronting a takeover in a new integrated campaign via creative agency Emotive to celebrate the launch of St Hugo winery’s DR3 wines into Dan Murphy’s stores nationwide.

The campaign premise involves Ricciardo taking over Dan Murphy’s stores and renaming it ‘Dan Ricciardo’s’. The tongue-in-cheek campaign will be deployed across social and digital channels as well as through PR.

DR3 wines is a partnership between St Hugo winery (owned by Pernod Ricard Winemakers) and the F1 fan favourite.

The partnership was first established in 2020, with Ricciardo working closely with St Hugo’s chief winemaker, Peter Munro, on many aspects of the wine’s production.

“I don’t know what was cooler, seeing the wine on the shelf or seeing my face all over the store front! In all seriousness having DR3 on the shelf is special, there is so much work that goesinto each …