Mitre 10 celebrates its heritage of working with tradies in newly launched campaign via Edge
Australia’s largest independent hardware retailer, Mitre 10 launches a new brand campaign in The Block this Sunday that promotes Mitre 10’s heritage of working with tradies for many decades building the houses of Australia.
The new campaign by Edge features brand ambassador Scott Cam, who is also the host of Channel 9’s The Block, driving through time in a series of classic utes past some of Australia’s period home builds of the 50s, 60s and 80s.
Says David Stretch, group managing director, Edge: “While Mitre 10 was established in 1959, some of its member stores had been family-run businesses for over a hundred years, building relationships with their local builders, generation after
generation. And this provides the perfect platform for the campaign.”
Mitre 10’s GM marketing, Karen Fahey says the campaign is a celebration of the brand’s heritage but also showcases the group’s state-of-the-art ‘sapphire-standard stores’ that are set up to service the trade.
Says Fahey: “From years of experience, Mitre 10 knows what tradies want and this has informed our store development programme: drive-thru trade areas, dedicated trade desks, timber under cover, state-of the art colour centres. And of course, what works for the trade also works for the weekend warrior DIYers. Service, expertise and a trade quality range are all elements of shopping with Mitre 10, and they are all celebrated in this campaign.
The campaign includes a 45-second and 30-second brand TVC, supported by 15-second retail ads, airing throughout the 2018 season of The Block, capitalising on the brand’s sponsorship of the program.
Scott Cam was recruited as the brand ambassador for Mitre 10 in 2011 and has been the down-to-earth, larrikin chippie, face of the brand since then, and host of Channel 9’s ever-popular The Block.
Says Matt Batten, ECD, Edge: “While last year’s TVC celebrated DIY renovators, inspired and spurred into action by the show, this year’s commercial champions the unsung heroes who really do all the hard graft on The Block, and thousands of renos and new builds around the country – the tradies. It’s a fun little drive through time with Scotty in some classic Aussie cars passing some classic Aussie homes.”
Client: Mitre 10
GM, Marketing – Karen Fahey
Brand Manager – Kym Sutherland
Marketing Manager, Trade & Local – Brett Meehan
Agency: Edge
Managing Director – David Stretch
Executive Creative Director – Matt Batten
Copywriter – Dave King
Copywriter – Chris Langdon
Art Director – Dale McGuinness
Art Director – Tim Batterham
Group Account Director – Nick Barnett
Senior Producer – Josh Clark
Production Company: Filmgraphics
Director – Ariel Martin
Producer – Anna Fawcett
Post: Fanatic
Sound: Sound Reservoir
Music: Rob Newnham
8 Comments
Oh dear, this looks like it was everyone’s first job?
Quality is never an accident. It is always the result of intelligent effort.
Makes me want to buy a hammer
This just reminded me why Bunnings is so much better. Actually, I might just go get that Belt Sander I’ve been thinking about from Bunnings and grab a snag while I’m there. Thanks for reminding me Mitre 10.
Well said.
I didn’t realise that the 1956 FJ Holden was 110 years old.
Who owns the old cars in the mitre 10 ad.
Love all the ute’s in the Mitre 10 TV ad well done.. Being a proud owner of my father’s fj ute its great to see an Aussie icon using another Aussie icon.
Just wondering if you were able to provide the exterior colour of the fj ute just finalising the restoration on my fathers ute and he absolutely loves the exterior colour.