Mitre 10 Launches New Campaign To Celebrate The Real Stories & People Behind Its Stores

Mitre 10 Launches New Campaign To Celebrate The Real Stories & People Behind Its Stores

Mitre 10 has launched a new grassroots marketing campaign to celebrate the real stories and people behind its stores.

The ‘Built by Families’ series uses documentary-style videos to bring to life the legacy of local family-run businesses and the unique connection each has to its local community.

Karen Fahey, IHG’s General Manager of Marketing, said the series aims to invite consumers to understand what the Mitre 10 brand stands for.

“We are so proud to tell the stories of the local and incredibly generous families in our network. The people within our stores are the real brand champions and this is one way we can give them a voice.

“Built by Families aims to demonstrate how family-owned businesses engage and support their communities. It invites Australian consumers into the lives of these families stirring emotions and building relatability. There’s nothing superficial or contrived about the stories. Just genuine tales told by authentic people in communities across Australia”, said Ms Fahey.

The video series begins with three businesses – the Hitchins family in Moe VIC, the Hastings and Benton family in Diamond Creek VIC and, coming soon, the Johnson family in Mona Vale NSW. Brand ambassador, Scott Cam, provides an introduction for the series.

“Consumer trust and belief in our brand stems from generations of families delivering on a service and work ethic and fostering strong relationships with their customers – the very trademark of locally-owned, family-run business.  The generational knowledge and expertise contained within these families is priceless and cannot be replicated.  These three stories are saying it’s not just product on the shelf in our stores…it’s the people who work there, their values and the small things they do that make their communities better.

“The spirit of Mitre 10 lingers on in towns long after the lights go out and the store is shut. We encourage consumers to think differently about the people behind their local hardware store and listen to their stories. When you shop with locals you’ll not only have a more enriching experience, you’ll invest in the health of that community.

The campaign will be executed through multiple channels including a dedicated ‘Built by Families’ website, TV advertising spots during The Block and social media.

 

 

 




Please login with linkedin to comment

Mitre 10

Latest News

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]

MKTG Launches PR & Talent Division Realigning Business Structure
  • Marketing

MKTG Launches PR & Talent Division Realigning Business Structure

Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]