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“Mitre 10’ers care more”: Why Mitre 10 Australia is calling on DIYers

(Source: Supplied)
Australian hardware business Mitre 10 unveiled a new brand direction this week, putting out an open invitation to all Australians to come and try out ‘the other hardware store’.  The campaign, which is aimed primarily at DIY customers, sees Mitre 10 flaunting its number two status in the home and hardware category: behind industry leader Bunnings.  But according to the business’ general manager of marketing Karen Fahey, the campaign isn’t about taking its rival down a peg, but rath