Mitre 10 celebrates its heritage of working with tradies in newly launched campaign via Edge


1_Mitre10_1950s.jpgAustralia’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.

2_Mitre10_1960s.jpgSays 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 after3_Mitre10_1960s_2.jpg 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.4_Mitre10_1980s.jpg

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