Mitre 10’s ‘other hardware store’ ad campaign lets it all hang out

The grass isn’t just greener on the other side, says top marker at hardware giant Mitre 10, “it’s blue” - as the brand pokes fun at rival Bunnings in new cheeky ads.

The new-look identity and The Other Hardware Store tagline will also be prevalent at a grassroots level via store channels.

Move over Bunnings, there’s another hardware store in town bringing its own cheeky sizzle to Aussie consumers.

Metcash-owned Mitre 10 has launched a humorous ad campaign that indirectly pokes fun at market rival Bunnings by demonstrating there are other hardware stores that people can use.

One ad features a stark naked couple sat outside sipping tea while talking about their cabin renovations.

The bold scene soon sees the man unfold his legs – blurred out nether regions and all – to reach over to the Mitre 10 bag while explaining how staff at the other hardware store were very helpful to suggest coveralls.

A boy with his head stuck in staircase spindles is the star of one of the TV ads as his dad casually watches TV in the background, but thankfully his mum pops to the other hardware store “where they really care about your DIY challenges”.

“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,” Mitre 10’s general manager of marketing, Karen Fahey, said.

“We are different, and proud of it. This is an invitation to learn more about the personal experience you get with Mitre 10. Because, for us, the grass isn’t just greener on the other side … it’s blue.”

Another spot shows a tradie’s unfortunate portaloo experience after a somewhat funky colleague. As he holds his breath upon entry he explains “If you’re like me you’ll want to be in and out as quick as possible” – which is exactly why he uses the other hardware store as they “have a dedicated trade team so he’s back on site in no time”.

The final of the four ads features an older “cougar” woman with her young “stud” boyfriend who can be seen trying to hang a picture in the background. She soon explains how finding a stud at her age is one thing, but finding one in a wall is something else entirely. The failed hanging attempts result in her having to send him to the other hardware store “where the staff are really helpful”.

With more than 350 stores, many family-owned and run for generations, Mitre 10 is the second-largest hardware network in Australia, and Ms Fahey said the organisation prided itself on offering that little extra personalised service and expertise to help customers get the job done right the first time.

She said Mitre 10 saw an opportunity to engage with those less familiar with the brand, to stop them in their tracks and let them know what was so special about the “other” store.

“It’s disruptive, fun and memorable,” Ms Fahey added.

“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 to our trade and DIY customers – whether that’s in-store, online or on site.”

Ms Fahey said the brand had a significant following of small to medium builders who recognise the value of their relationship with their local Mitre 10, however, many people interested in DIY didn’t always think of Mitre 10 when they thought of hardware.

The repositioning of the 1959-founded brand as “The Other Hardware Store” rolls out across TV, outdoor, radio, print and digital and is the first major brand work from Mitre 10 since teaming up with ad agency Dig in October.

The ads all end with the sound of an electric drill, no doubt helping to cement Mitre 10’s sonic branding efforts. Chief creative officer at Dig, Peter Cerny, said the agency knew that developing a distinctive and relatable tone was a real opportunity for Mitre 10 to stand out in a category that tended to be bland and impersonal.

“This idea challenges the category by embracing Australians‘ love of the underdog,” Mr Cerny said. “The campaign cleverly plays off the salience of the bigger brand, whilst not poking at it.”

The new-look identity and The Other Hardware Store tagline will also be prevalent at a grassroots level via store channels.