Launching this weekend, Mitre 10’s new campaign highlights why the co-operative has been named New Zealand’s most trusted home improvement brand in the Reader’s Digest Trusted Brand Awards – for the 11th time.
Featuring Mitre 10 building consultant Stan Scott and a dose of wry humour, the cornerstone of the campaign is a new TVC, ‘Poet, not that you’d know it’.
It’s designed to appeal to both potential and new customers in a range of home situations, from renters and first-home owners to more experienced DIYers.
The tagline ‘big range, low price, local advice’ echoes the key reasons customers choose to shop with Mitre 10.
Mitre 10’s Chief of Customer Marketing & Inspiration, Jules Lloyd-Jones, says: “The automatic assumption in determining what constitutes good value is that lowest prices win. However, we know there are several drivers that combine to influence customers’ perceptions of value: price, quality of product, range and expert advice.
“The advice piece is really important; we’re all about supporting our customers on their DIY journey and helping them feel empowered and confident they can get the job done right.”
The campaign was developed by long-time agency partner FCB; the TVC was produced by Thick As Thieves and directed by Alex Sutherland.
It will appear on broadcast TV from Monday with supporting creative across digital, social and OOH channels.