Mitre 10 launches bold new brand direction ‘The Other Hardware Store’
30 May 2022
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’.
With over 350 stores in cities and towns around Australia, many family-owned and run for generations, Mitre 10 is the second largest hardware network in Australia. The team pride themselves on the quality of the products supplied and that little extra personalised service and expertise they give to their customers.
In developing a new brand positioning, the group has leaned into its strengths. Mitre 10 has a significant following of builders and loyalty rewards shoppers who recognise the value of relationships with their local Mitre 10, however there’s a vast pool of people interested in DIY that don’t always consider Mitre 10 when they think of hardware.
“The research shows that many Australians are on autopilot 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 unfamiliar with our brand. They’re missing out – 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 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 story of service, expertise and the unique connection our stores have to their community,” Fahey added.
“We are different, and proud of it. This is an open invite to all of Australia to experience hardware an-other way – in store or online. Because the grass isn’t just greener on the other side…it’s blue!
“Builders and the trade understand the value that Mitre 10 brings to their daily lives – expertise that we’ve built up over generations can save them time and money. We saw an opportunity to engage with those less familiar with our brand. To stop them in their tracks and let them know what is so special about the ‘other’ store. It’s disruptive, fun and memorable. We don’t take ourselves seriously but we take our customers very seriously and we take immense pride in the particular care and attention we give them.”
Chief Creative Officer at Dig, Peter Cerny added “This idea challenges the category by embracing Australians love of the underdog. The campaign cleverly plays-off the salience of the bigger brand, whilst not poking at it. Developing a distinctive and relatable tone was a real opportunity for Mitre 10 to standout in a category that tends to be bland and impersonal.”
The integrated campaign will run across all major media channels and online, as well as at grassroots level via store channels.
For further enquiries, please contact: MEDIA CONTACT: Bridget O’Connor Communications Manager, Mitre 10 Australia M: 0419 332 938 E: firstname.lastname@example.org
About Mitre 10 Mitre 10 is the ‘Mighty Helpful’ national hardware chain providing millions with solutions to their home improvement challenges, from builders to DIY enthusiasts and avid gardeners. It has a rich tradition of locals serving locals since the brand’s formation in 1959. Mitre 10 has generational expertise in Trade and DIY, family-owned businesses that care about their local community and over 350 stores Australia-wide. We are proud of the relationships we hold with our customers, the quality of the products we supply and our innovation in service and technology to support our customers, whether that’s in store, online or on site.