Retail update

Mitre 10 advertising campaign

The retailer is repositioning its brand as "The Other Hardware Store" in the latest series of ads

The most recent Mitre 10 campaign emphasises and promotes its role as "the other hardware store". Karen Fahey, Mitre 10 general manager of marketing said the brand had a significant following of small to medium builders who recognise the value of their relationship with their local Mitre 10. However, many people interested in DIY didn't always think of Mitre 10 when they think about hardware. In Mumbrella, she said:

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 campaign includes four 15-second ads that use humour to remind Australians of the care and customer service offered by Mitre 10. It indirectly pokes fun at market leader Bunnings by demonstrating there are other hardware stores that people can go to. Ms Fahey said:

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 personal experience you get with Mitre 10. Because, for us, the grass isn't just greener on the other side ... it's blue.

Peter Cerny, chief creative officer at Dig - the creative agency that developed the campaign - said it knew that developing a distinctive and relatable tone was an opportunity for Mitre 10 to stand out in a category that tended to be "bland and impersonal". He said:

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.

In one spot, an older couple sit naked on camp chairs outside of a campaign renovation site, as naked elderly people go about the work behind them. The couple explain that the people at "the other hardware store" suggested some coveralls to help stop the paint getting "everywhere".

A young boy with his head stuck in staircase spindles features in another ad as his dad casually watches TV. Thankfully his mum pops to the other hardware store "where they really care about your DIY challenges".

In the third ad, a tradie's unfortunate portaloo experience after a somewhat funky colleague. As he holds his breath upon entry he explains, "If you're like me you'll want to be in and out as quick as possible" - which is exactly why he uses the other hardware store as they "have a dedicated trade team so he's back on site in no time".

The final of the four ads features an older "cougar" woman with her young "stud" boyfriend who can be seen trying to hang a picture in the background. She soon explains how finding a stud at her age is one thing, but finding one in a wall is something else entirely. The failed hanging attempts result in her having to send him to the other hardware store "where the staff are really helpful".

In The Australian, Ms Fahey said the hardware retail group prided itself on offering that little extra personalised service and expertise to help customers get the job done right the first time. She said Mitre 10 saw an opportunity to engage with those less familiar with the brand, to stop them in their tracks and let them know what was 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 to our trade and DIY customers - whether that's in-store, online or on site.

The campaign is being released across TV, outdoor, radio, print and digital channels. The new-look identity and "The Other Hardware Store" tagline will also be seen at store level.

  • Sources: Mumbrella and The Australian
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