Mitre 10 shares stories of multi-generational owners of stores in online series
Mitre 10 is pushing the family owned and operated credentials of its stores with an online series that follows the stories of four families that are behind three of its businesses.
The series is introduced by brand ambassador, Scott Cam, and stars the Hitchins family in Moe, VIC, the Hastings and Benton family in Diamond Creek, VIC and the Johnson family in Mona Vale, NSW.
Karen Fahey, IHG’s General Manager of Marketing, said the campaign honours the legacy of local family-run businesses.
“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,” Fahey said.
“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.”
The videos shared on the dedicated ‘Built by Families’ website will be supported by TV spots during The Block and on social media. Mitre 10 is a major sponsor of The Block.
The series launches the same week as the release of the limited-edition ‘Talkin’ Scotty’ bobblehead doll from Mitre 10.
Fahey said customer loyalty and trust is built from generations of families providing reliable, familiar and friendly service.
“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,” she said.
