Mitre 10




While Mitre 10 was established in 1959, some of its member stores have been family-run businesses for over a 100 years, building relationships with their local builders generation after generation. The ‘heritage’ campaign promotes Mitre 10’s long history of being mighty helpful to tradies right across Australia.


Delivering the


The campaign features brand ambassador Scott Cam driving through time in a series of utes past some of Australia’s period homes built in the 50s, 60s and 80s.

While celebrating the brand’s heritage it also showcases Mitre 10’s ‘sapphire-standard stores’ that are set up to service the trade with drive thru trade areas, dedicated trade desks, trade timber undercover, and state of the art colour centres.

Driving trade and retail


The campaign extends across the broader retail communication program with commercials promoting product/price offers, anchored with the Mighty Helpful Mitre 10 message and heritage context. The campaign included hero TVC/video played on FTA (inc The Block), STV, digital, catalogues and social with communication flexed to both trade and DIY.

A 10 year partnership driving

+280% increase in hardware sales per annum to $2.1b