Mitre 10 repositions itself as ‘The Other Hardware Store’ in bold new campaign via Dig

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Mitre 10 has fired off a reminder that there’s an alternative place to shop for your hardware needs, repositioning the brand as ‘The Other Hardware Store’ in a new campaign via Dig.

 

With over 350 stores, many family-owned and run for generations, Mitre 10 is the second largest hardware network in Australia. However many people interested in DIY don’t always think of Mitre 10 when they think of hardware.

Says Karen Fahey, general manager of marketing, Mitre 10: “The data showed that more than 90% of Australians are on autopilot on where they shop for their DIY needs, and while Mitre 10 is known for service and quality of range amongst existing customers, we are often not considered in the moment of hardware store choice by people not familiar with Mitre 10. They’re missing out on the benefits of the knowledge that sits within our network, we can give them solutions to their home improvement challenges on their first trip.”

The Other Hardware Store’ is the new creative campaign launched by Mitre 10, developed by creative agency Dig who were appointed as lead agency for the national hardware brand in late 2021.




Adds Fahey: “It’s a cheeky reminder that there is an ‘other’ choice for hardware in Australia while also telling the Mitre 10 brand story of service and expertise, and the unique connection our stores have to their local community.

“We are different, and proud of it. This is an invitation to learn more about the unique experience you get with Mitre 10. Because for us, the grass isn’t just greener on the other side…it’s blue.”

Says Peter Cerny, CCO at Dig: “This idea challenges the category by embracing Australians love of the underdog. The campaign cleverly plays-off the salience of the bigger brand, while not poking at it.”

Says David Joubert, national ECD, Dig: “We knew that injecting humour and entertainment was a real opportunity for Mitre 10 to standout in a category that tends to be bland and impersonal.”

The campaign launched on Sunday night with 4 x 15 second entertaining TVCs – which will be supported through OOH, digital, social, experiential, radio and in-store. All of which will showcase the brand’s refreshed brand identity.

Client: Mitre 10
GM of Marketing: Karen Fahey
Trade Marketing Manager: Sarah Hewson
Campaign Manager: Adrian Lefebour

Creative Agency: Dig
CEO: Paul Rhodes
CCO: Peter Cerny
National ECD: David Joubert
Senior Art Director: Anna Paine
Senior Copywriter: Owen Bryson
Design Director: Paula Cardona
Executive Planning Director: Lucielle Vardy
Senior Agency Producer: Naomi Neinaber (freelance)
GAD: Amanda Isidro
Account Executive: Laura Van Rens

Production Company: Airbag
Director: Ariel Martin
Executive Producer: Martin Box
Managing Partner: Adrian Bosich
Producer: Kat Latour
DOP: Aaron McLisky
Photographer: Stuart Crossett
Sound: Rumble
Media: Starcom

Mitre 10 repositions itself as ‘The Other Hardware Store’ in bold new campaign via Dig Mitre 10 repositions itself as ‘The Other Hardware Store’ in bold new campaign via Dig Mitre 10 repositions itself as ‘The Other Hardware Store’ in bold new campaign via Dig Mitre 10 repositions itself as ‘The Other Hardware Store’ in bold new campaign via Dig