Mitre 10 has teamed up with Dig agency, firing off a reminder that there’s an alternative place to shop for your hardware needs, repositioning the brand as ‘The Other Hardware Store’.
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.
“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,” explains Karen Fahey, Mitre 10’s general manager of marketing.
‘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.
“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,” Fahey added.
“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,” said Peter Cerny, CCO of 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,” added David Joubert, National ECD, Dig.
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.