Can you Dig it? Mitre 10 repositions as ‘The Other Hardware Store’

Mitre 10 launches new brand platform, repositioning as ‘The Other Hardware Store’ with creative agency Dig in the first major work from the agency since its appointment in November 2021.

The platform leverages Mitre 10’s position as the second largest hardware network in Australia, acknowledging that many Australians don’t always think of Mitre 10 first when they think of hardware.


Other Assets:

Headstrong 15′:
Portaloo 15″:
Stud Muffins 15″:

Karen Fahey, Mitre 10 general manager of marketing 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.”

One of the outdoor executions.


The campaign includes four 15-second spots that use humour to remind Australians of the care and customer service offered by Australia’s second largest hardware network. In one spot, a 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’.

“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.”’

Another example of the outdoor executions.

Peter Cerny, CCO at Dig said: “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.”

“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.


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
Senior Agency Producer: Naomi Neinaber (freelance)
GAD: Amanda Isidro
Account Executive: Laura Van Rens

Production Company: Airbag
Director: Ariel Martin
Executive Producer: Martin Box
Producer: Kat Latour
DOP: Adrian Bosich
Photographer: Stuart Crossett

Sound: Rumble

Media: Starcom


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