Hardware retailer Mitre 10 has launched a new branding campaign repositioning itself against the sector’s juggernaut Bunnings, adopting the slogan ‘The Other Hardware Store’. 

“It’s a cheeky reminder that there is an ‘other’ choice for hardware in Australia, while also telling the Mitre 10 story of service, expertise and the unique connection our stores have to their community,” said Karen Fahey, Mitre 10’s GM of marketing, referring to its larger rival.

“[Our] research shows that many Australians are on autopilot 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 unfamiliar with our brand. They’re missing out – we can give them solutions to their home improvement challenges on their first trip.”

The campaign was crafted by creative agency Dig which was appointed as the lead agency for Mitre 10 late last year.

Dig’s chief creative officer, Peter Cerny, said the 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. Developing a distinctive and relatable tone was a real opportunity for Mitre 10 to stand out in a category that tends to be bland and impersonal.”

Mitre 10, the country’s second-largest hardware store retailer, has more than 350 stores across Australia, many of them family-owned. Fahey says the chain remains popular among tradies and consumers drawn by loyalty programs, “however there’s a vast pool of people interested in DIY that don’t always consider Mitre 10 when they think of hardware”. 

“We are different and proud of it. This is an open invitation to all of Australia to experience hardware an-other way – in-store or online. 

Cerny said the campaign is designed to stop shoppers in their tracks. “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 them.”