Mitre 10’s new brand promise, ‘With you all the way’, centres on the brand’s greatest asset and key differentiator: its people.

“We commissioned a significant piece of research to help us better understand our customers, their needs and expectations, and their perceptions of our performance. At a very high level, we determined our customers are looking to partner with a brand they trust and one that gives them confidence to get the job done right.

Jules Lloyd-Jones, Chief Marketing Officer, Mitre 10

‘With You All The Way’ is the external expression of a business-wide programme which has also been transforming the team member experience inside the cooperative.

The campaign explores the relationship between a Mitre 10 team member and a customer from their initial project dream to celebrating the finished result, including a bittersweet goodbye.

The poll, created by Colmar Brunton for NZ Media and Advertising News Daily considered it as, “probably Kiwi’s favourite ad ever,” cementing the effectiveness of long-term brand building.

The poll, created by Colmar Brunton for NZ Media and Advertising News Daily considered it as, “probably Kiwi’s favourite ad ever,” cementing the effectiveness of long-term brand building.

We introduced ‘Easy As’, an end to end campaign, including over 80 minutes of online content that would inspire and inform the consumer on DIY skills.

We introduced ‘Easy As’, an end to end campaign, including over 80 minutes of online content that would inspire and inform the consumer on DIY skills. We ensured that Mitre 10 emotionally owned and was intrinsically linked to the territory.

With over 2.7 million views and in-store sale increases, we proved retail can be more than just price and promotions.

Kiwi attitudes and behaviour towards DIY had changed a lot in the ten years since Mitre 10 introduced ‘DIY is in our DNA’. We helped Mitre 10 introduce a new brand mission-Get it Done Right

It was time for a new brand mission. We helped Mitre 10 introduce the next phase of their brand storytelling, ‘Get it done right’ using a pet donkey named Kong.

Through the story of a family preparing their house for Christmas, we demonstrated that there is no limit to what we can fix or create, or what memories we can make for ourselves and our families.

We helped Mitre 10 show Kiwis how a little DIY can add some magic to the festive season.

Through the story of a family preparing their house for Christmas, we demonstrated that there is no limit to what we can fix or create, or what memories we can make for ourselves and our families in the lead up to the big day.