Dirt Cheap is a beloved regional institution, supplying us all with a huge selection of beer, wine and liquor at rock bottom prices. Doing the lord’s work, really.
But because of their long-running history, Dirt Cheap is often seen as your grandpa’s liquor store, a perception that needed to change if Dirt Cheap didn’t want to take a dirt nap.
Where others might see the low-budget look and outdated chicken mascot as things to replace, we saw their potential in appealing to younger drinkers through their authentically folksy charm. And with a few targeted tweaks to the messaging and tactics, we’ve carried the “Cheap Cheap Fun Fun” lifestyle into the modern era.