Goose Island Brewery

Bring Flavour to Bland

Outlet shopping isn’t just about bargains—it’s far more savvy than that. DFO shoppers don’t browse, they hunt.

Increase in footfall across DFO stores nationally

Outlet shopping isn’t just about bargains—it’s far more savvy than that. DFO shoppers don’t browse, they hunt. So we turned that sharp-eye into a status symbol. “Those in the Know” repositions DFO as the go-to for value hunters who have mastered the art of value. 

Where the Smart Money Shops.

We turned DFO into a verb, reinvented the brand look, and rolled out a campaign across film, OOH, digital and in-store. All celebrating ‘Know-mads’—those sharp, in-the-know shoppers who don’t just shop, they DFO.

DFO: Where the Smart Money Shops.

Outlet shopping isn’t just about bargains—it’s far more savvy than that. DFO shoppers don’t browse, they hunt. So we turned that sharp-eye into a status symbol. “Those in the Know” repositions DFO as the go-to for value hunters who’ve mastered the art of value. 

 The campaign led to a 7% uplift

5% increase in footfall

We turned DFO into a verb, reinvented the brand look, and rolled out a campaign across film, OOH, digital and in-store. All celebrating ‘Know-mads’—those sharp, in-the-know shoppers who don’t just shop, they DFO.


Increase in footfall across DFO stores nationally. 
