Mitre 10 has launched a Number 8 campaign to showcase the hardware company's bespoke range of home improvement products.
With short videos for each product, the premise is simple - the product is put on a podium in a celestial manner and coupled with a punchy one-liner.
The dialogue targets the typical Kiwi DIY consumer with no fuss statements such as, “the Number 8 handsaw, great for making one thing into two” and “the Number 8 hammer, great for making one thing to another thing”.
Following 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 Number 8 is about giving resourceful Kiwis the stuff they need to get their DIY jobs done.
“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.
"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.”
She says Mitre 10 hopes the campaign will pull on Kiwi's heartstrings and develop customers’ confidence in purchasing private label branded products.
“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,” says Lloyd-Jones.