Mitre 10 launches new campaign for its home improvement range ‘Number 8’ via FCB NZ
Mitre 10 has launched a new campaign via FCB New Zealand, for its private label home improvement range, Number 8, to re-ignite the uniquely Kiwi brand in the minds of DIYers.
Created after the consolidation of 14 private label brands in 2015, Number 8 was developed as an affordable entry level range of home improvement products.
Mitre 10 general manager marketing, Jules Lloyd-Jones says the new campaign, developed with FCB, emphasises how Number 8 captures the iconic Kiwi approach to home improvement.
Says Lloyd-Jones: “Number 8 is about giving resourceful Kiwis the stuff they need to get their DIY jobs done, keeping things simple, honest, and no fuss. A Number 8 product does exactly what is says on the tin and as it says in the campaign you’ll get ‘just what you need, nothing you don’t’ from a Number 8 product.”
Lloyd-Jones notes that the campaign came about following an in-depth review of the Mitre 10 proprietary brand portfolio undertaken last year which identified an opportunity to enhance the Number 8 brand’s position as an opening price point brand for a broad DIY customer base.
Adds Lloyd-Jones: “The campaign brings to life the reasons why our customers love the Number 8 brand through a range and great value message. Whether you are a beginner or expert DIY-er there is always a project that could benefit from a Number 8 product.”
In market mid-January via a series of TV and radio executions, digital and in-store media support, the campaign leverages the Number 8 brand’s positioning by showcasing a selection of core home improvement products in a frank yet humorous style.
Mitre 10 hopes the campaign will connect with the Kiwi sense of humour and develop customers’ confidence in purchasing private label branded products.
Says Lloyd-Jones: “Private label brands often lack personality and customers can be sceptical of them, but as a core part of our offer we believe it’s important for these brands to have a strong presence that is complementary to our supplier brands. This enables us to meet the varying needs of our customers while also offering them greater choice.”
1 Comment
It’s funny!