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:
I love the creativity/breakthrough, but I am missing the strategic link/benefit to this execution. It almost seems inverse to the consumer benefit. Consumers will remember the commercial, but I fear not the brand.
Creative ads though i think the NZ versions are more memorable. MITRE10 appears to spend as much on advertising as BUNNINGS, as well as their Block TV show sponsorship. Their point of difference being skilled trades for staff plays out in smaller stores with a higher staff- customer ratio, while bunnings has a big focus on local community, albeit their staff are also mostly skilled trades. The reality is there’s not much between them, aside from range and price. They are both not truly trade stores, but DIY hardware. For example you’ll find Total Tools and Bowens have better range and cheaper prices, but they have far less marketing so they don’t rank in the DIY market.