Mitre 10

The Other Hardware Store

A big green shed dominates the Australian hardware category. As Australia’s number-two hardware brand, we knew Mitre 10 had a chance to disrupt. ‘The Other Hardware Store’ embraces Aussies’ love of the underdog while showcasing the Mitre 10 team’s unrivalled know-how and advice. With a loveable maverick tone and clearly defined point-of-difference, we successfully reminded Australians that they do indeed have another choice.

  • Brand Strategy
  • Brand Identity
  • Insight
  • Creative
  • Production
  • TVC
  • OOH
  • PR
  • Radio
  • Social Media
  • Shopper
A still from the TVC, a boy with his head stuck in stair bannisters

Dig in.

Australian Pork

Why not pork?
A still from the TVC, a boy with his head stuck in stair bannisters
Mitre 10

The Other Hardware Store
The Bottle-O

Good Value People
Bendigo Bank

Bigger for you
Bulla Family Dairy

Margaret, Chief Cottage Cheese Officer
Mitre 10

Talking Tools
Mitre 10

Job done right first time
RACV Home Insurance

Protecting what matters most
Tena men

Wear it with Confidence
Peckables

Made to be Devoured
[ yellow tail ]

Easy to Love
POST-IT®

A little space to think