MITRE 10 RELAUNCHES ITS NUMBER 8 PRIVATE LABEL BRAND

By NZHJ January 16, 2018 Industry news

Mitre 10 is soon to launch a new campaign for its Number 8 private label, to "re-ignite" the brand.

The new Number 8 campaign, developed with FCB, follows last year's review of Mitre 10's own brand portfolio which "identified an opportunity to enhance the Number 8 brand’s position as an opening price point brand for a broad DIY customer base".

In market mid-January via a series of TVCs (see below) and radio executions, digital and in-store media support, the campaign showcases a selection of core home improvement products in a frank yet humorous style.

Says Mitre 10 General Manager Marketing, Jules 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."

Check out the first TVCs below:

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